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首页> 外文期刊>Journal of marketing communications >Health marketing communications: An integrated conceptual framework of key determinants of health behaviour across the stages of change
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Health marketing communications: An integrated conceptual framework of key determinants of health behaviour across the stages of change

机译：健康营销传播：跨变化阶段健康行为关键决定因素的综合概念框架

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Despite the development of many health behaviour theories across various topics, the inconsistency in empirical support for their propositions and the on-going criticism about their limitations highlight the need for an adjusted and integrated approach. These theories have never been 'abandoned' or altered significantly to address their limitations, since their conceptualisations. The aim of this paper was to make a conceptual contribution by integrating distinct health behaviour theories (i.e. Health Belief Model, Extended Parallel Process Model, Transtheoretical Model), with a popular information-processing and attitude change theory from the marketing communications arena (namely, the Elaboration Likelihood Model). The specific objectives of this paper were: (1) to address limitations of prevailing health behaviour theories, by identifying key determinants of health behaviour across the most commonly used health behaviour theories; (2) to identify source, consumer, channel, and message characteristics, in addition to executional/situational factors and attitudinal variables, which may influence health behaviour; and lastly, (3) to explain under which conditions (i.e. stage of change) these determinants and factors are likely to impact health behaviour change and maintenance. In doing so, four assumptions and several propositions are developed. Future research directions and practical implications for creating health marketing communication messages are also discussed.
机译：尽管有关各个主题的许多健康行为理论都得到了发展，但对其命题的实证支持不一致，并且对它们的局限性的持续批评也凸显了对调整和整合方法的需求。自从概念化以来，这些理论就从未被“放弃”或进行过重大修改以解决其局限性。本文的目的是通过将独特的健康行为理论（即健康信念模型，扩展并行过程模型，跨理论模型）与来自营销传播领域的流行的信息处理和态度改变理论（即，细化可能性模型）。本文的具体目标是：（1）通过在最常用的健康行为理论中确定健康行为的关键决定因素，解决当前流行的健康行为理论的局限性； （2）识别可能影响健康行为的执行/情境因素和态度变量之外的来源，消费者，渠道和信息特征；最后，（3）解释这些决定因素和因素可能在哪些条件下（即变更阶段）影响健康行为的变更和维持。通过这样做，提出了四个假设和几个命题。还讨论了未来的研究方向和创建健康营销传播信息的实际意义。

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