Encouraging Exercise in the Elderly

Stephan Dahl of Hull University, Lynne Eagle of James Cook University, and Mustafa Ebrahimjee of the Leigh Primary Care Centre are looking at new ways to reach out to the over-65 population when it comes to physical activity. We had a chance to speak with Dr. Dahl about the paper, “Golden Moves: Developing a Transtheoretical Model-based Social Marketing Intervention in an Elderly Population.”  Read some of his thoughts below and the full article in Social Marketing Quarterly here.

There are many social marketing activities trying to increase physical activity as a major contributor to overall health and well-being. Surprisingly, only a few of these have targeted specifically people over the age of 65. However, elderly people can benefit enormously from increased physical activity in general, or even by engaging in a structured exercise programme. Yet, elderly are also a specific target group, with quite different assumptions about and different needs in relation to exercise than younger target audiences. The study “Golden Moves: Developing a Transtheoretical Model-based Social Marketing Intervention in an Elderly Population” therefore examined how this particular group can be reached by social marketing – and how and by whom potentially successful messages regarding the benefits of more physical activity can be communicated to be successful. Using a grounded theory approach, and relying on two samples from two different parts of the UK, the paper shows a modeled inteSMq Coverrvention, based on the transtheoretical model of behaviour change, and how this can be put into practice.

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This entry was posted in Communication, Generational Differences, Social Marketing, Social Media, Uncategorized and tagged , , , by Cynthia Nalevanko, Editor, Management INK. Bookmark the permalink.

About Cynthia Nalevanko, Editor, Management INK

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 900 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, and Washington DC, our publishing programme includes more than 560 journals and over 800 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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