An evaluation of a marketing campaign on self-management skills to enhance Hispanics' propensity to engage in physical activity, better nutritional habits and stress management




Romero, Zasha

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The exponential growth of chronic illness in both adults and children in the United Sates is increasing at an alarming rate. Likewise, obesity rates have increased noticeably over the past few decades. Hispanic predisposition to chronic illness and the high incidence of death related to such factors are causes for great economic and health concerns. Research on the awareness and participation in physical activities for Hispanics is particularly important as the Hispanic population in the U.S is rapidly growing and is expected to approach or exceed 25% of the total U.S. population by 2050 (U.S. Census Bureau, 2004). The prevalence of obesity and chronic illness in Mexican American children, adolescents and adults has increased at a faster pace than the general population. Hispanics residing in U.S. border communities tend to have higher poverty rates, lower rates of health insurance coverage, and less access to health care services than non-border Hispanics and most other ethnic groups living in the U.S. today (Ghaddar, Brown, Pagan & Diaz, 2010). Studies have shown the devastating effects of chronic illness and obesity from sedentary lifestyles in South Texas (Goonatilake, Garcia, Lara, & Saldivar, 2010; Mier et al., 2005). Although all segments of the general population should be knowledgeable about the health benefits derived from physical activity, the Hispanic population in the Rio Grande Valley (RGV) in Texas, given its ethnic predisposition and high incidence of chronic illness, must be reminded that healthy choices can make the difference between a healthy existence and an illness plagued lifestyle.

The research questions that guided this study focused on finding if a specific marketing campaign could enhance participant propensity to engage in healthy activities. The results of the study concluded that participants gained a better perceptive of physical activity, nutrition and stress management than what they perceived to have prior to it. Therefore, they were more critical of their knowledge and analytical in their responses on the post test. The study's results were analyzed, interpreted and discussed in this dissertation.



Social sciences, Health and environmental sciences, Education, Awareness, Health promotion, Hispanic, Marketing, Nutritional habits, Physical activity, Self-management, Sports management, Stress management