Children's oral health services and socio-economic deprivation: theory of reasoned action in social marketing.

Andrew Lindridge, Susan McGaskill, Haider Ali, Ingrid Holme, Douglas Eadie

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    Our paper investigates attitudes and behaviours opposed to the desired behaviour change and how they may be overcome through social marketing, explored through the Theory of Reasoned Action, examining children accessing Childsmile oral health services in socio-economically deprived groups in Scotland.Qualitative focus group interviews were undertaken with parents/main carers (10 groups) and relevant professionals (8 groups).A variety of factors facilitating and interfering with engagement were identified (identifiable with beliefs and attitudes in the Theory of Reasoned Action), along with practical issues affecting access. We conclude by showing how social marketing interventions can promote behaviour change, addressing competition and improving the exchange process.
    Original languageEnglish
    Title of host publicationUnknown Host Publication
    PublisherEuropean Marketing Academy
    Number of pages0
    Volume0
    ISBN (Print)978-87-92569-01-1
    Publication statusPublished - 10 Jun 2010
    Event39th EMAC Conference -
    Duration: 10 Jun 2010 → …

    Conference

    Conference39th EMAC Conference
    Period10/06/10 → …

    Keywords

    • Social Marketing

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  • Cite this

    Lindridge, A., McGaskill, S., Ali, H., Holme, I., & Eadie, D. (2010). Children's oral health services and socio-economic deprivation: theory of reasoned action in social marketing. In Unknown Host Publication (Vol. 0). European Marketing Academy. http://oro.open.ac.uk/26892/