Journal article
The Answer Isn’t Always a Poster: Using Social Marketing Principles and Concept Mapping With High School Students to Improve Participation in School Breakfast
Social marketing quarterly, Vol.21(3), pp.119-134
09/2015
DOI: 10.1177/1524500415589591
Abstract
This article describes the formative research and development of a social marketing intervention to promote school breakfast in the U.S. state of Iowa. The project involved a collaborative effort between a university research team, a state department of education, and three high schools in the state over the course of the 2013–2014 school year. A participatory approach guided by Greene’s Theory of Active Involvement was used to engage directly with adolescent students. Specifically, the research team used concept mapping as a means of exploring perceived barriers, benefits, and motivators related to school breakfast participation. The results indicated a need for increased awareness about school breakfast in conjunction with guidance for food service directors in making changes to school breakfast and breakfast promotion. The findings directly related to price, promotion, product, and place. Students identified a channel and student-generated ideas informed Twitter and best practices guidebooks for school food service directors.
Details
- Title: Subtitle
- The Answer Isn’t Always a Poster: Using Social Marketing Principles and Concept Mapping With High School Students to Improve Participation in School Breakfast
- Creators
- Natoshia M Askelson - Public Policy Center, University of Iowa, Iowa City, IA, USAElizabeth H Golembiewski - Public Policy Center, University of Iowa, Iowa City, IA, USAAnn M DePriest - University of Minnesota, SHADAC, University Office Plaza, Minneapolis, MN, USAPatti O’Neill - University of Iowa, College of Public Health, Iowa City, IA, USAPatti J Delger - Iowa Department of Education, Des Moines, IA, USACarrie A Scheidel - Iowa Department of Education, Des Moines, IA, USA
- Resource Type
- Journal article
- Publication Details
- Social marketing quarterly, Vol.21(3), pp.119-134
- DOI
- 10.1177/1524500415589591
- ISSN
- 1524-5004
- eISSN
- 1539-4093
- Language
- English
- Date published
- 09/2015
- Academic Unit
- Injury Prevention Research Center; Public Policy Center (Archive); Community and Behavioral Health
- Record Identifier
- 9984063139802771
Metrics
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