"去为2&5"运动的持久影响
Simone Pettigrew1, Gael Myers2, Michelle Jongenelis3
1The George Institute for Global Health, University of New South Wales, Sydney, New South Wales, Australia.
概括
2&5运动中的幽默和难忘的角色帮助老年人长期记住健康饮食信息. 这表明,外围说服技术可以随着时间的推移增强信息的回忆.
科学领域:
- 公共卫生 公共卫生
- 社交营销是社会营销.
- 卫生沟通健康沟通
背景情况:
- 在健康运动中对长期信息记忆能力的理解有限.
- 需要确定有效的执行技术,以实现持续的影响.
研究的目的:
- 探索促使"走向2&5"社交营销活动持续突出作用的因素.
- 在老年人中识别令人难忘的健康饮食信息.
主要方法:
- 与75名年龄在60岁以上的西澳大利亚人进行了定性访谈.
- 用于招聘和数据收集的同行采访方法.
- 面试指南专注于健康饮食信息的终身回忆.
主要成果:
- 大约20%的人回忆起了"去支持2&5"运动 (2002-2011).
- 幽默,人类化产品,以及推的水果/蔬菜份量是令人难忘的关键元素.
- 其他活动的回忆力很低;有些人误以为食品店的广告是健康建议.
结论:
- 竞选属性对短期态度和长期回忆有不同的影响.
- "去争取2&5"运动的特点促使老年人回忆率高.
- 使用外围说服路线的广告可能会实现更长期的回忆.
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