Table 1.

Theories and frameworks applicable to guiding research on the 4 P’s of social marketing preconception care services

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”