Department of Financial Planning, Housing, and Consumer Economics, College of Family and Consumer Sciences, University of Georgia, Athens.
Department of Kinesiology, University of Wisconsin-Madison.
J Athl Train. 2020 Oct 1;55(10):1035-1045. doi: 10.4085/1062-6050-242-19.
Concussion-symptom education remains the primary approach used by athletic trainers to address underreporting of possible sport-related concussions. Social marketing represents an untapped approach to promote concussion reporting by communicating the benefits or consequences of reporting or not reporting, respectively.
To apply expectancy value theory and identify how marketing the possible consequences of concealing concussion symptoms influenced young adults' concussion-reporting beliefs to increase the likelihood of reporting.
Randomized controlled clinical trial.
Laboratory.
A total of 468 competitive collegiate club sport athletes at a large US university who engaged in 1 of 46 sports with various levels of concussion risk.
INTERVENTION(S): Participants were randomly assigned by team to 1 of 3 conditions. The treatment condition was a social-marketing program focused on the possible consequences of the reporting decision. The control condition was traditional concussion-symptom education based on the National Collegiate Athletic Association's publication, "Concussion: A Fact Sheet for Student-Athletes." An additional condition mirrored the traditional symptom education but included a less clinical delivery.
MAIN OUTCOME MEASURE(S): Positive and negative beliefs regarding concussion reporting were assessed. We applied expectancy value theory, which posits that changing beliefs in the short term will produce greater reporting intentions in the long term.
Club sport athletes exposed to consequence-based social marketing showed higher levels of positive reporting beliefs and lower levels of negative reporting beliefs than athletes exposed to traditional or revised symptom education. We observed no differences between the traditional and revised symptom-education programs. Exposure to consequence-based marketing decreased negative beliefs about reporting (B = -0.165, P = .01) and increased positive beliefs about reporting (B = 0.165, P = .01).
Social marketing offers athletic trainers another strategic tool for motivating athletes to report concussion symptoms by translating scientific findings into marketable statements and then communicating the benefits of reporting or the negative consequences of concealing concussion symptoms.
脑震荡症状教育仍然是运动训练员用于解决可能与运动相关的脑震荡漏报的主要方法。社会营销代表了一种未开发的方法，可以通过分别传达报告或不报告的好处或后果来促进脑震荡报告。
应用期望价值理论，确定营销隐瞒脑震荡症状的可能后果如何影响年轻人的脑震荡报告信念，以增加报告的可能性。
随机对照临床试验。
实验室。
来自美国一所大型大学的 468 名从事各种风险程度的脑震荡运动的竞技大学俱乐部运动运动员。
参与者按团队随机分配到 3 个条件之一。治疗条件是一个侧重于报告决策可能后果的社会营销计划。对照条件是基于美国大学体育协会出版物“脑震荡：学生运动员事实表”的传统脑震荡症状教育。另一个条件反映了传统的症状教育，但包括了不那么临床的交付。
评估对脑震荡报告的正面和负面信念。我们应用了期望价值理论，该理论假设在短期内改变信念将在长期内产生更大的报告意图。
与传统或修订后的症状教育相比，接触基于后果的社会营销的俱乐部运动运动员表现出更高水平的正面报告信念和更低水平的负面报告信念。我们在传统和修订后的症状教育计划之间没有观察到差异。接触基于后果的营销减少了对报告的负面信念（B = -0.165，P =.01），并增加了对报告的正面信念（B = 0.165，P =.01）。
社会营销为运动训练员提供了另一种策略工具，通过将科学发现转化为可销售的陈述，然后传达报告的好处或隐瞒脑震荡症状的负面后果，激励运动员报告脑震荡症状。
