TY  - JOUR
PY  - 2013//
TI  - Understanding fall meaning and context in marketing balance classes to older adults
JO  - Journal of applied gerontology
A1  - Clark, Lauren
A1  - Thoreson, Sallie
A1  - Goss, Cynthia W.
A1  - Zimmer, Lorena Marquez
A1  - Marosits, Mark
A1  - DiGuiseppi, Carolyn G.
SP  - 96
EP  - 119
VL  - 32
IS  - 1
N2  - 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 "comfort zones" 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>
LA  - en
SN  - 0733-4648
UR  - http://dx.doi.org/10.1177/0733464811399896
ID  - ref1
ER  -