Coleman M A, Coleman N C, Murray J P
Georgia Southern College, Statesboro.
Health Mark Q. 1990;7(3-4):47-63. doi: 10.1300/J026v07n03_05.
This paper reports on a study of social support and alcohol consumption of 153 women during pregnancy. The majority of women changed their alcohol intake patterns during pregnancy because of concern for the health of the fetus. Most women decreased the amount and frequency of drinking and changed their beverage of choice. Social support was found to be significantly related to reduction in alcohol use during pregnancy. Social support came from relationships with specific individuals and groups of individuals. Health care providers may be able to extend the range of their work by designing specific prevention strategies targeted toward the development and implementation of mutual support groups for pregnant women. The marketing discipline has identified certain characteristics of the mutual benefit association, an organization which exists exclusively for the benefit of its members. The authors propose that the mutual support group, often used to promote health-related behaviors, is a special case of the mutual benefit association; further, that appropriate application of established marketing principles and practices will be effective in promulgating the mutual support group. The authors offer a marketing strategy for the mutual support of pregnant women, a strategy which should be effective in further reducing the alcohol intake of pregnant women.
本文报道了一项针对153名孕期女性的社会支持与饮酒情况的研究。大多数女性在孕期改变了饮酒模式，原因是担心胎儿的健康。大多数女性减少了饮酒量和饮酒频率，并改变了所选择的饮品。研究发现，社会支持与孕期减少饮酒显著相关。社会支持来自与特定个人及个人群体的关系。医疗保健提供者或许能够通过设计针对孕妇互助小组的发展和实施的具体预防策略来扩大其工作范围。市场营销学科已确定了互利协会的某些特征，互利协会是一种专为其成员的利益而存在的组织。作者提出，常用于促进健康相关行为的互助小组是互利协会的一种特殊情况；此外，适当应用既定的营销原则和做法将有效地推广互助小组。作者提供了一项针对孕妇互助的营销策略，该策略应能有效地进一步减少孕妇的饮酒量。
