Engaging Families in the Choice of Social Marketing Strategies for Male Circumcision Services in Johannesburg, South Africa
Engaging Families in the Choice of Social Marketing Strategies for Male Circumcision Services in Johannesburg, South Africa
复制标题
DOI：
10.1080/15245004.2010.500443
复制
发表时间：
2010-09-01
影响因子：
3
通讯作者：
Martinson, Neil A.
中科院分区：
文献类型：
--
作者：
Bridges, John F. P.;Searle, Sarah C.;Martinson, Neil A.
男性包皮环切术（MC）可防止男性感染艾滋病毒，因此呼吁在撒哈拉以南非洲广泛实施。男性包皮环切术的广泛采用需要针对不同家庭和家庭成员的社会营销。本文的目的是展示联合分析的实用性，在选择社会营销策略，针对不同的人群，以促进男性包皮环切术在南非约翰内斯堡。通过开放式访谈（n = 25）确定了MC的七种社会营销策略。偏好进行了评估，使用联合分析，在随机选择的家庭进行横断面调查。过采样策略确保了黑人（34%），有色人种（混血; 32%）和白人（34%）之间的平衡。受访者随机接受了一组4个联合分析任务，比较7个策略的2个互斥和详尽的子集。然后使用逻辑回归按种族和家庭成员分层评价偏好。虽然所有的策略都很有吸引力，但电视营销、教会/学校领导的支持和全国范围的计划是最受欢迎的（p
Male circumcision (MC) prevents HIV acquisition in males, leading to calls for extensive implementation in sub-Saharan Africa. The widespread adoption of male circumcision will require social marketing targeted at various families and family members. The objective of this article is to demonstrate the utility of conjoint analysis in the choice of social marketing strategies tailored to different populations to promote male circumcision in Johannesburg, South Africa. Seven social marketing strategies for MC were identified through open-ended interviews (n = 25). Preferences were assessed using conjoint analysis, implemented in a cross-sectional survey of randomly selected households. An oversampling strategy ensured balance between Blacks (34%), Coloreds (mixed-race; 32%), and Whites (34%). Respondents randomly received a block of 4 conjoint analysis tasks comparing 2 mutually exclusive and exhaustive subsets of the 7 strategies. Preferences were then evaluated using logistic regression stratified by ethnicity and family member. Whereas all strategies were attractive, television marketing, endorsement by church/school leaders, and a countrywide program were most preferred (p