Table 3.
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.