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    Marketing a Healthy Mind, Body, and Soul: An Analysis of How African American Men View the Church as a Social Marketer and Health Promoter of Colorectal Cancer Risk and Prevention

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    Lumpkins_2015_MarketingHealthyMind.pdf (78.67Kb)
    Issue Date
    2015-09-29
    Author
    Lumpkins, Crystal Y.
    Vanchy, Priya
    Baker, Tamara A.
    Daley, Christine Makosky
    Ndikum-Moffor, Florence M.
    Greiner, K. Allen
    Publisher
    SAGE Publications
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
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    Abstract
    The Centers for Disease Control and Prevention ranks colorectal cancer (CRC) as the third most commonly diagnosed cancer among men in the United States; African American (AA) men are at even greater risk. The present study was from a larger study that investigates the church's role as a social marketer of CRC risk and prevention messages, and whether religiously targeted and tailored health promotion materials will influence screening outcome. We used an integrated theoretical approach to explore participants' perceptions of CRC risk and prevention and how promotion messages should be developed and socially marketed by the church. Six focus groups were conducted with men from predominately AA churches in the Midwest. Themes from focus group discussions showed participants lacked knowledge about CRC, feared cancer diagnosis, and feared the procedure for screening. Roles of masculinity and the mistrust of physicians were also emergent themes. Participants did perceive the church as a trusted marketer of CRC but believed that promotional materials should be cosponsored and codeveloped by reputable health organizations. Employing the church as a social marketer of CRC screening promotion materials may be useful in guiding health promotions and addressing barriers that are distinct among African American men.
    URI
    http://hdl.handle.net/1808/26724
    DOI
    https://doi.org/10.1177/1090198115604615
    Collections
    • Psychology Scholarly Works [286]
    Citation
    Crystal Y. Lumpkins, Priya Vanchy, Tamara A. Baker, Christine Daley, Florence Ndikum-Moffer, K. Allen Greiner Health Educ Behav. 2016 Aug; 43(4): 452–460. Published online 2015 Sep 29. doi: 10.1177/1090198115604615

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    KU Libraries
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    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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