Fiona Joy Newton

The effect of product placement in computer games on brand attitude and recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. We conclude that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.

Ethical evaluation of audience segmentation in social marketing

Purpose – The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading to a hitherto intractable debate. This paper seeks to shed new light on this debate using two alternative ethical frameworks: the theory of just health care (TJHC) and integrative social contracts theory (ISCT). Design/methodology/approach – The paper uses cross-sectional survey data from a Kenyan social marketing campaign that aimed to increase awareness and support for the use of anti-retroviral therapy (ART), a class of drugs that inhibit the development of HIV. Findings – Application of the TJHC and ISCT to the Kenyan social marketing campaign revealed the use of audience segmentation to be ethically justified. Moreover, the TJHC provided a useful framework for guiding decisions about the selection of target audience(s) in health-related contexts. Practical implications – In situations where there are known asymmetr...

Using ambient media to promote HIV/AIDS protective behaviour change

To date, more than 19 million people have died from AIDS and nearly 40 million are HIV positive. Behaviour change communication campaigns have been implemented, with varying degrees of success, to initiate and sustain proactive behaviour among target groups at risk of HIV. The efficacy of these campaigns may be enhanced by focusing on behavioural determinants including recipient knowledge and attitudes about HIV/AIDS, as well as perceptions of personal risk. This study therefore examines a pilot programme designed to assess the utility of using ambient media to influence young adults’ intentions to engage in proactive HIV/AIDS prevention strategies. Ambient media, in the form of washroom posters, were used in high-risk settings such as Indonesian bars and cafés. Results indicated individuals exposed to the ambient washroom poster were more likely to report AIDS messages had strongly influenced them to change their lifestyle in order to minimise infection risk and to use condoms as a means of reducing their infection risk. A comparison of ‘high risk’ intervention and control cases revealed those exposed to the washroom poster were more likely to acknowledge they were at personal risk of AIDS. Future research needs to examine the degree to which reflective mirrors embedded in posters enhance message personalisation. A number of other findings are important to note. Knowledge of transmission vectors appeared variable, with some modes being better understood than others.

Conceptual overlap between moral norms and anticipated regret in the prediction of intention: Implications for theory of planned behaviour research

Moral norms and anticipated regret are widely used extensions to the theory of planned behaviour, yet there is some evidence to suggest that these constructs may conceptually overlap as predictors of intention. Two health-related behaviours with distinct moral implications (Study 1: organ donation registration, N = 352 and Study 2: condom usage, N = 1815) were therefore examined to ascertain whether moral norms and anticipated regret are indeed conceptually distinct. While evidence consistent with conceptual overlap was identified in Study 1, the evidence for such overlap in Study 2 was more ambiguous. In Study 3, a meta-analysis of existing literature revealed that the relationship between moral norms and anticipated regret was moderated by the extent of the moral implications arising from the behaviour under examination. Taken together, these findings suggest that conceptual overlap between moral norms and anticipated regret is more likely to occur among behaviours with obvious moral implications. Researchers wishing to examine the predictive utility of moral norms and anticipated regret among such behaviours would therefore be advised to aggregate these measures to form a composite variable (personal norms).

Disease‐specific quality of life among patients with localized prostate cancer: an Australian perspective

To examine differences in sexual, urinary and bowel function, and bother, in patients with prostate cancer after treatment with radical prostatectomy (RP) or external beam radiation (EBRT), compared to a convenience sample of men with no diagnosis of prostate cancer, as little is known about the disease‐specific health‐related quality of life (HRQoL) of men in Australia after treatment for clinically localized prostate cancer.

Community Knowledge about Water: Who Has Better Knowledge and Is This Associated with Water-Related Behaviors and Support for Water-Related Policies?

Sustainable approaches to water management require broad community acceptance of changes in policy, practice and technology, which in turn, requires an engaged community. A critical first step in building an engaged community is to identify community knowledge about water management, an issue rarely examined in research. To address this, we surveyed a representative sample of Australian adults (n = 5172). Knowledge was assessed using 15 questions about impact of household activities on waterways, the urban water cycle, and water management. This survey also examined demographics, psychosocial characteristics, exposure to water-related information, and water-related behaviors and policy support. Participants correctly answered a mean of 8.0 questions (Range 0–15). Most respondents knew that household actions can reduce water use and influence waterway health, whereas less than one third correctly identified that domestic wastewater is treated prior to entering waterways, urban stormwater is not treated, and that these are carried via different pipes. Higher water knowledge was associated with older age, higher education and living in non-urban areas. Poorer water knowledge was associated with speaking a language other than English in the home. Garden size, experience of water restrictions, satisfaction, waterway use for swimming, and certain information sources were also associated with knowledge. Greater water knowledge was associated with adoption of water-saving and pollution-reduction behaviors, and support for both alternative water sources and raingardens. These findings confirm the importance of community knowledge, and identify potential subgroups who may require additional targeting to build knowledge and support for water management initiatives.

Evaluating the efficacy of tuberculosis Advocacy, Communication and Social Mobilization (ACSM) activities in Pakistan: a cross-sectional study

BackgroundTuberculosis (TB) continues to be a major public health and development problem within many low- and middle-income countries. Although Advocacy, Communication and Social Mobilization (ACSM) activities have been undertaken in high TB burden countries to remediate these issues, there is little empirical evidence of the efficacy of these approaches. The purpose of this study was therefore to examine the efficacy of an ACSM program undertaken within Pakistan. Pakistan was chosen because it has received considerable funding for ACSM related activities and is one of 22 high-burden TB countries.MethodsThe program was evaluated by surveying a stratified random sample of 2,400 participants across 57 districts of Pakistan. Participants were categorized into one of three groups: aware of both media and community ACSM activities (AwareMedia&Community), aware of ACSM media activities only (AwareMedia), or unaware of any ACSM activities (UnawareMedia&Community).ResultsIndependent measures ANCOVA revealed complex differences in knowledge, attitudes, and intended behaviors towards TB between the three groups. In general, UnawareMedia&Community cases had a poorer understanding of TB and its treatment, whilst awareness of ACSM activities was highest among literate and urban dwelling Pakistanis. Preferred sources of TB information were also found to vary by gender, geographic location, and literacy.ConclusionsWhilst highlighting improvements in knowledge and attitudes toward TB, the results also provide invaluable insights into areas where further work needs to be done to address deficits in TB understanding, particularly among rural and illiterate Pakistanis. Equally important, the findings have implications for future TB ACSM initiatives in Pakistan in terms of leveraging the preferred media channels of key demographic segments and exploring the degree to which exposure to multiple channels of communication may have an additive effect on health knowledge.

Evaluating social marketing’s upstream metaphor: does it capture the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors?

ABSTRACT Metaphors are powerful forms of communication that can both facilitate and constrain disciplinary discourse, so the choice of metaphor used to explain concepts of disciplinary importance should not be undertaken lightly. A single case study methodology involving an ‘upstream’ firm considering whether to manufacture products with environmental attributes was consequently used to test three previously unexamined assumptions associated with the upstream/downstream metaphor, a metaphorical distinction that continues to have sway within the social marketing discipline. Contrary to these assumptions, the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors were found to be bidirectional (rather than unidirectional), interactive (rather than independent), and distinctive (rather than non-distinctive). These findings suggest the need for alternative models that can better reflect the complex, multidirectional relationships responsible for the emergence of many social issues.

When nutritional guidelines and life collide: family fruit and vegetable socialisation practices in low socioeconomic communities

Abstract Parents play a critical role in promoting fruit and vegetable consumption, for eating patterns established early in life tend to persist into adulthood. Despite this, the factors that facilitate or inhibit parents’ capacity to socialise fruit and vegetable consumption into their children’s daily diets remain poorly defined. Thirty-eight semi-structured interviews with residents, allied healthcare professionals, community leaders, community programme leaders and a local government leader living or working in two low socioeconomic suburbs were consequently conducted to ascertain factors exogenous and endogenous to the family unit that shaped parental food socialisation practices. Budgetary and time constraints emerged as exogenous factors that constrained fruit and vegetable socialisation. Constraining effects were also found for a range of endogenous factors, including commensal experiences, children’s food fussiness and the feeding styles employed by parents. As such, while many caregivers may wish to socialise fruit and vegetable consumption into their children’s daily diets, their capacity to do so is often inhibited by factors beyond their volitional control. Failure to take heed of these factors could therefore result in the development of social marketing campaigns that are ineffective at best or give rise to unintentionally harmful outcomes at worst.

Gender Differences in Beliefs about Condom Use among Young, Heterosexual Australian Adults.

Objective: To investigate gender differences in beliefs about condom use among young, sexually active, heterosexual Australian adults. Design: Cross-sectional survey of 1,113 adults aged 18–26 years. Setting: Higher education institutions across New South Wales and Victoria, Australia. Method: Participants were recruited during higher-education orientation activities and asked to complete an anonymous survey. The survey captured beliefs about condom use and demographic data. Results: Although males were more likely than females to agree that their partners endorsed the consistent use of condoms, they were less likely to agree that their friends would support consistent condom usage. Males were also more likely to believe that condoms reduce sexual pleasure and give the impression that they are sexually promiscuous. Conclusion: Normalizing the purchase of condoms, repositioning condoms as erotic stimuli, and creating a supportive peer environment using peer-to-peer communication tools may bring about more positive perceptions regarding consistent condom use. Gender-specific safe sex campaigns should also be developed to address the different pattern of condom beliefs held by males and females.