Department of Nutritional Sciences, Oklahoma State University, Stillwater, OK 74078, USA.
J Nutr Educ Behav. 2011 Jan-Feb;43(1):55-62. doi: 10.1016/j.jneb.2010.07.002.
To identify health product and promotion channels for development of a Chickasaw Nation Supplemental Nutrition Assistance Education Program (SNAP-Ed) social marketing program.
The study was qualitative and used social marketing principles to assess Native American women's views of health and nutrition. Focus groups (n = 8) and interviews (n = 4) were conducted to identify indigenous views of product, promotion, price, and place related to SNAP-Ed behavioral objectives.
The major theme identified for product was diabetes prevention. Participants (n = 42) indicated a preference for family-based education with promotion by elders, tribal leaders, and "everyday people." Participants identified tribe-specific community sites for program implementation at times conducive to work schedules.
Culturally appropriate social marketing programs are necessary to address diabetes prevention with a focus on family, heritage, and tribal community. Additional research is necessary to explore the role of elders and tribal leaders in diabetes prevention efforts.
确定奇卡索族补充营养援助教育计划（SNAP-Ed）社会营销计划的健康产品和推广渠道。
本研究采用定性方法，并运用社会营销原则来评估美国原住民妇女对健康和营养的看法。通过焦点小组（n = 8）和访谈（n = 4），确定了与 SNAP-Ed 行为目标相关的产品、推广、价格和地点的土著观点。
确定的主要产品主题是预防糖尿病。参与者（n = 42）表示希望开展以家庭为基础的教育，由长辈、部落领袖和“普通人”进行推广。参与者确定了在有利于工作安排的时间，在部落特定的社区场所实施该计划。
需要制定文化上适当的社会营销计划，以家庭、传统和部落社区为重点，预防糖尿病。需要进一步研究探讨长辈和部落领袖在预防糖尿病方面的作用。
