Table 1.
Marketing component | Theory or framework | Focus of the theory or framework | Relevant constructs or concepts |
---|---|---|---|
Product | Social marketing | The application of marketing techniques to the design, implementation, and evaluation of programs designed to facilitate voluntary exchanges of mutual benefit and improved personal well-being and societal welfare | Formative research; Market segmentation; Competitive analysis |
Diffusion of Innovation | The spread of new ideas, products, or services within a society or from one society to another; focus on innovation | Relative advantage; Compatibility; Complexity; Trialability; Observability | |
Price | Social cognitive theory | The interaction between personal factors, environmental factors, and human behavior | Reciprocal determinism; Behavioral capability; Expectations; Self-efficacy; Observational learning; Reinforcements |
Health belief model | The perceptions of threat posed by a health problem, the benefits of avoiding the threat, and factors influencing the decision to act | Perceived benefits; Perceived barriers; Cues to action; Self-efficacy | |
Promotion | Diffusion of innovation | The spread of new ideas, products, or services within a society or from one society to another; focus on diffusion | Communication channels; Social systems/networks |
Precaution adoption process model | The journey from lack of awareness to action and maintenance in dealing with hazards; acknowledge inherent risk | Unawareness; Unengaged; Decision-making; Acting | |
Place | Communication theory | The different types of communication that affect health behavior | Media Exposure; Media effects; Agenda setting; Framing |
Note. For easy-to-understand information about the theories, frameworks, constructs, and concepts listed in this table, go to http://www.nci.nih.gov/theory/pdf for a downloadable copy of NCI’s “Theory at a Glance—A guide for health promotion practice”