@article{ref1,
title="Understanding fall meaning and context in marketing balance classes to older adults",
journal="Journal of applied gerontology",
year="2013",
author="Clark, Lauren and Thoreson, Sallie and Goss, Cynthia W. and Zimmer, Lorena Marquez and Marosits, Mark and DiGuiseppi, Carolyn G.",
volume="32",
number="1",
pages="96-119",
abstract="This study explored older, community-dwelling adults' attitudes and values about proposed church-delivered balance classes for fall prevention. Community observation, group interviews with stakeholders, key informant interviews, and focus groups with church members ≥60 years of age were analyzed in two ways: first for inductive themes expressing community sentiment about fall prevention for older adults, then for content useful in creating locally tailored social marketing messages. Four themes expressed perceptions of fall-prevention programming: de-emphasizing fall risk and emphasizing strength and independence, moving older adults out of their &quot;comfort zones&quot; to join classes, identifying relationships to support fall-prevention activities, and considering gender-based differences in approaches to fall prevention. A content analysis of the same dataset yielded information about preferred places in the community, promotion through churches, a tolerable price, and the balance class product itself. The qualitative results will inform the social marketing program to increase intervention delivery success.<p /> <p>Language: en</p>",
language="en",
issn="0733-4648",
doi="10.1177/0733464811399896",
url="http://dx.doi.org/10.1177/0733464811399896"
}