Table 3.

Mention of interview themes, by participant age group and physical activity level

Interview themes	Middle-aged active (n = 17)	Middle-aged inactive (n = 12)	Older active (n = 10)	Older inactive (n = 10)
Media health sources
Television	✓✓*	✓	✓	✓
Magazines	✓✓	✓	✓	✓
Internet	✓	✓✓	✓	✓
Newspapers	✓✓	✓	✓	✓
Interpersonal health sources
Spouse	✓	✓	✓✓	✓✓
Other family	✓	✓	✓	✓✓
Friends	✓✓	✓	✓	✓
Acquaintances	✓	✓✓	✓	✓
Health professionals (other than their physician)	✓✓	✓	✓	✓
Primary care physician	—	✓	✓✓	✓
Marketing strategies
Word of mouth	✓	✓✓	✓	✓✓
Partner with mass media	✓ (not TV)	✓	✓	✓✓
Strategic placement
Churches	✓✓	✓	✓	✓✓
Businesses	✓	✓✓	✓	✓
Fraternities/lodges	✓	✓	✓	✓✓
Barriers to marketing
People do not have time, have other priorities	—	✓✓	—	—
Community is not supportive	—	—	✓✓	✓✓
Older men are not interested	—	—	—	✓✓
Messaging strategies
Content: Relate to health outcomes and quality of life	✓✓	✓	—	—
Content: Be healthy for your family	✓	✓✓	—	—
Framing: Culturally relevant	✓✓	✓✓	—	✓
Framing: Motivational and fearful	✓✓	—	—	✓✓
Spokesperson characteristics
Role model	✓	✓✓	✓	✓
Community leader	✓	✓	✓	✓✓
Active community member	✓	✓	✓✓	✓✓
Educated person	✓	✓	✓✓	✓✓
Clergyman	✓	✓	✓✓	✓✓
Effective speaker	✓	—	✓	✓✓

^*Double checkmarks indicate that the theme/subtheme was more likely to be cited by a particular group (middle-aged active, middle-aged inactive, older active, or older inactive); however, this does not necessarily reflect that the majority of the group mentioned the theme/subtheme.