Masculinities and engaging older men at seniors’ centres through social marketing
Show FileMIME type:application/pdfFile Size:0.8 Mb
Lockhart, Dustin John
MetadataShow full item record
Older men are at risk for social isolation, which poses significant risks to their psychosocial health. Seniors’ centres offer opportunities for social support networks; however, older men attend far less than women. Social marketing is established as creating voluntary behaviour changes in men. Through qualitative interviews and focus groups, the current study aimed to describe the values, beliefs, and motivations older men have relevant to using seniors’ centres, with an end goal to make recommendations for targeted social marketing campaigns. Qualitative content analysis was used to develop the results, which illustrated that older men value competency and contribution and were motivated by their own interests. Results outlined how social marketing can employ general campaign characteristics, framing, and the marketing mix to target older men while altering negative perceptions of seniors’ centres. Strategies to increase engagement of older men at seniors’ centres through social marketing are outlined in this study.
Showing items related by title, author, creator and subject.
Swartz, Nancy P. (2012-06-04)This thesis examines the role of computer competence in elders’ well-being as they experience a reduced ability to communicate in very old age. My research question was “How do elders over 80 interact with computers? ...
Deevey, DaveThe number of Canadians aged 65 years and older continues to grow at an unprecedented rate. The current over-burdened healthcare system must identify and implement alternative mechanisms for delivering care to this ...
Shaw, Pamela (Canadian Institute of Planners, 2011)Book review of "The Geography of Aging: Preparing Communities for the Surge in Seniors" by Gerald Hodge (Montreal: McGill-Queen's University Press, 2008).