Kite James, Gale Joanne, Grunseit Anne, Li Vincy, Bellew William, Bauman Adrian
Prevention Research Collaboration, Sydney School of Public Health and Charles Perkins Centre, The University of Sydney, NSW, Australia.
The Australian Prevention Partnership Centre, Based at Level 6, Charles Perkins Centre, The University of Sydney, NSW, 2006, Australia.
Prev Med Rep. 2018 Sep 11;12:140-147. doi: 10.1016/j.pmedr.2018.09.003. eCollection 2018 Dec.
The Make Healthy Normal mass media campaign was a three-year campaign launched in 2015 in New South Wales (NSW), Australia to address community norms around overweight and obesity. It was underpinned by a hierarchy of effects model; a commonly used framework in campaigns but one that has rarely been tested. The campaign evaluation included a cohort study of NSW adults, surveyed three times over 12 months (n = 939 at Wave 3). This study tested the campaign's hierarchy of effects model, which theorized that participants would move from to via , , , , -, and , using these data. We used the moderation and mediation of effects method proposed by Baron and Kenny, adjusting for age and sex, to test for progression through the hierarchy of effects for two outcomes: physical activity and fast food consumption. We found a clear progression through the theorized model, from through to , via the intermediate variables for both outcomes. We also found several effects not predicted by the theorized model, with consistently strong associations between and , and -, and -, and - and in both outcome models. Our study provides support for the hierarchy of effects as a conceptual model in campaign planning and evaluation of social marketing campaigns. To our knowledge, this is the first study to compare the hierarchy between two behavioural outcomes and the consistency observed between the models adds to the potential usefulness of the hierarchy of effects.
“让健康成为常态”大众媒体宣传活动是一项于2015年在澳大利亚新南威尔士州发起的为期三年的活动，旨在解决围绕超重和肥胖的社区规范问题。它以效果层级模型为基础；这是宣传活动中常用的框架，但很少经过检验。该活动评估包括一项对新南威尔士州成年人的队列研究，在12个月内进行了三次调查（第三波时n = 939）。本研究使用这些数据检验了该活动的效果层级模型，该模型理论认为参与者将通过 、 、 、 、 - 和 从 转变为 。我们采用Baron和Kenny提出的效果调节和中介方法，对年龄和性别进行调整，以检验两个结果（身体活动和快餐消费）在效果层级中的进展情况。我们发现通过理论模型有明显的进展，从 到 ，通过两个结果的中间变量。我们还发现了一些理论模型未预测到的效果，在两个结果模型中， 与 、 与 - 、 与 - 以及 - 与 之间始终存在强烈关联。我们的研究为效果层级作为社会营销活动规划和评估中的概念模型提供了支持。据我们所知，这是第一项比较两个行为结果之间层级关系的研究，并且模型之间观察到的一致性增加了效果层级的潜在实用性。
