Why Peer Crowds Matter: Incorporating Youth Subcultures and Values in Health Education Campaigns

Moran, Meghan Bridgid; Walker, Matthew W.; Alexander, Tesfa N.; Jordan, Jeffrey W.; Wagner, Dana E.

doi:10.2105/ajph.2016.303595

Cited by 68 publications

(104 citation statements)

References 37 publications

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“…Since peer crowds are connected to young adults' social identities, lifestyle, and values, messages targeted to peer crowd may be more relevant than those adapted to demographic characteristics alone [7]. Peer crowd identification can affect young adults' tobacco use as they accept the prototype and perceived social norms of their peer crowd to guide their own behavior [13]. Peer crowd identification has been shown to be significantly associated with young adults' and adolescents' risks and prevalence of tobacco use: those who identify with the 'Hipster' and 'Hip Hop' peer crowds have significantly greater likelihood of using tobacco [7,11].…”

Section: Peer Crowd and Its Effect On Tobacco Use Behaviormentioning

confidence: 99%

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Kim

Olson

Jordan³

et al. 2020

BMC Public Health

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Background: Cigarette lifestyle marketing with psychographic targeting has been well documented, but few studies address non-cigarette tobacco products. This study examined how young adults respond to e-cigarette advertisements featuring diverse peer crowdspeer groups with shared identities and lifestylesto inform tobacco counter-marketing design. Methods: Fifty-nine young adult tobacco users in California participated in interviews and viewed four to five ecigarette advertisements that featured characters from various peer crowd groups. For each participant, half of the advertisements they viewed showed characters from the same peer crowd as their own, and the other half of the advertisements featured characters from a different peer crowd. Advertisements were presented in random order. Questions probed what types of cues are noticed in the advertisements, and whether and how much participants liked or disliked the advertisements. Results: Results suggest that participants liked and provided richer descriptions of characters and social situations in the advertisements featuring their own peer crowd more than the advertisements featuring a different peer crowd. Mismatching age or device type was also noted: participants reported advertisements showing older adults were not intended for them. Participants who used larger vaporizers tended to dislike cigalike advertisements even if they featured a matching peer crowd. Conclusion: Peer crowd and lifestyle cues, age and device type are all salient features of e-cigarette advertising for young adults. Similarly, educational campaigns about e-cigarettes should employ peer crowd-based targeting to engage young adults, though messages should be carefully tested to ensure authentic and realistic portrayals.

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Section: Peer Crowd and Its Effect On Tobacco Use Behaviormentioning

confidence: 99%

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Kim

Olson

Jordan³

et al. 2020

BMC Public Health

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“…While media campaigns such as the NZ Health Promotion Agency's Stop before you start can play an important role in shaping social norms, encouraging youth-to-youth health education could help speak more directly to those young New Zealanders at most risk for tobacco addiction. 28 Further research on this topic might focus on the exact behaviours that students engage in to discourage or promote smoking among their peers. This could be used to inform the content of interventions to engage and promote young people as peer supporters of Smokefree 2025.…”

Section: Resultsmentioning

confidence: 99%

New Zealand adolescents’ discouragement of smoking among their peers

Marsh

Iosua

McGee

et al. 2017

Australian and New Zealand Journal of Public Health

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Objective: This study examines the extent to which young people are acting as 'agents of change' in discouraging smoking among their peers.Methods: This study used data from a survey of 2,919 New Zealand secondary school students who participated in the 2014 national Youth In-depth Survey. Relevant questions were used to assess the extent to which students engaged in behaviours to discourage or promote smoking among their peers.Results: About half of all students reported some form of behaviour discouraging others from smoking, while only one in ten reported encouraging smoking. Discouragement was associated with non-smoking or lower levels of smoking, having more friends who smoked, and exposure to more health promotion messages about not smoking. Māori and Pacific young people also reported more discouraging behaviours. Conclusions:The results highlight the positive impact that young people can have on discouraging smoking among their peers. Implications for public health:The findings of this study point to encouraging and training young people as 'agents of change' to spread the smokefree message.

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“…Breastfeeding initiation and cessation decisions are shaped by varied aspects of the motherinfant relationship, guided by different healthcare professionals, muddled by mother-other child duties, enabled by spousal or caregiver support, and impacted by the (re)actions of other people in the workplace and public sphere. In a similar vein, research has leveraged insights about peer crowd a liation to promote smoking cessation (52). A consumption ensemble approach (53) could inform and inspire the development of sociologicallybased intervention strategies.…”

Section: Discussionmentioning

confidence: 99%

Social marketing interventions to promote physical activity among 60 years and older: a systematic review of the literature

Goethals

Barth

Hupin

et al. 2020

Preprint

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Background: Falls are a significant source of morbidity in people aged 65 and over, affecting one in three people in this age group. The scientific evidence indicates that physical activity is the most effective method for preventing falls among seniors. Although public health professionals often use social marketing to design and plan successful interventions, its use to promote physical activity and prevent falls among older people remains low. This article aims to provide a new systematic literature review of social marketing interventions promoting physical activity and targeting people aged 60 and over.Methods: Following CRD’s guidance and PRISMA guidelines, we searched between January 2008 and July 2019 for relevant articles in five primary databases using predefined search and inclusion criteria. Two independent reviewers analysed the selected articles to identify evidence of the seven social marketing benchmark criteria, defined by experts in the field as the common elements that contribute to social marketing success.Results: The final review included nine studies. Of the studies selected, three specifically targeted over 60-year-olds, whereas the others segmented the population into several age-based subcategories, including over 60-year-olds. Eight studies highlighted positive results for the participants with an increase in participation or an increase in physical activity level. None of the nine studies selected for this systematic review implemented the entire social marketing approach.Conclusion: Few published interventions use the seven social marketing criteria. Further research is required to encourage uptake and inclusion in successful social marketing interventions to increase program effectiveness in this target population.

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Why Peer Crowds Matter: Incorporating Youth Subcultures and Values in Health Education Campaigns

Cited by 68 publications

References 37 publications

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

New Zealand adolescents’ discouragement of smoking among their peers

Social marketing interventions to promote physical activity among 60 years and older: a systematic review of the literature

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