Background:

Previous public health research has demonstrated that barbershop services in Sub-Saharan Africa involve close-shaving styles that may irritate the skin or cause injuries particularly among clients with razor bumps. Barbershop services may also facilitate client-to-client transmission of pathogens because they involve reuse of sharp implements (e.g., clippers) and other tools (e.g., brushes, towels and combs). The above concerns are compounded by limited access to adequate sanitization products in reasonably-priced barbershops.

Focus of the Article:

The goal of this formative research was therefore to identify and assess the structure of hygiene and hair care beliefs to be targeted by a social marketing intervention by integrating elements of the marketing mix and fundamental assumptions of the information-motivation-behavioral skills (IMB) model.

Research Questions:

To elicit hygiene and hair care beliefs, respondents were asked to state up to 9 beliefs specific to hygiene and safety information, perceived consequences of raising hygiene and safety concerns in barbershops (motivational beliefs) and efficacy skills in practicing hygiene and safety behaviors. To assess structural adequacy of the proposed IMB model, beliefs underlying information and motivation were hypothesized to be positively associated with beliefs underlying hygiene and safety negotiation skills as well as frequency of close-shave practices. To determine whether parameters of IMB model might differ across rural and urban settings, the following research question was considered: do individual paths and mediating mechanisms operate differently across rural and urban IMB models?

Importance to the Social Marketing Field:

This research provides empirical evidence for the integration of social marketing principles within the IMB framework and the potential of such integration in developing formative propositions for social marketing interventions in low-income contexts.

Methods:

This research was conducted in two phases. In phase one, data from a semi-structured survey (N = 65) were analyzed to identify modal salient beliefs and set up subsequent survey research. Phase two consisted in collecting cross-sectional survey data (N = 622) and using exploratory and structural equation modeling to assess the proposed model.

Results:

Together, identified beliefs and statically significant associations between IMB variables suggest that barbershop clients experience ambivalence toward risks associated with barbershop use, the relative benefits of alternative behaviors (e.g., use of personal shaving kits) and what it would cost them to receive the benefits.

Recommendations for Research or Practice:

Results in this study call attention to various ways in which the marketing mix can be used—to not only provide ecologically relevant information and increase motivation but also sell the benefits of hygienic barbershop use, offset prices of safer practices and draw attention of policy makers. There was no evidence of moderated mediation or moderation across individual paths to support significant differences between respondents in urban and rural settings, suggesting that a single-group model can be used to design interventions in both settings.

Limitations:

Future research should pre-test specific intervention features to identify audience reactions to preliminary propositions discussed in the current study.

中文翻译：

---

营销组合和卫生理发店的使用：一项形成性研究

背景：

先前的公共卫生研究表明，撒哈拉以南非洲地区的理发店服务采用刮胡风格，可能会刺激皮肤或造成伤害，尤其是在剃须刀s碰的客户中。理发店服务还可以促进病原体在客户之间的传播，因为它们涉及利器（例如，推剪）和其他工具（例如，刷子，毛巾和梳子）的重复使用。由于价格合理的理发店有限地获得足够的消毒产品，上述担忧变得更加复杂。

文章重点：

因此，这项形成性研究的目标是，通过整合营销组合的要素和信息动机-行为-技能（IMB）模型的基本假设，来识别和评估社会营销干预目标的卫生和护发信念的结构。 。

Research Questions:

To elicit hygiene and hair care beliefs, respondents were asked to state up to 9 beliefs specific to hygiene and safety information, perceived consequences of raising hygiene and safety concerns in barbershops (motivational beliefs) and efficacy skills in practicing hygiene and safety behaviors. To assess structural adequacy of the proposed IMB model, beliefs underlying information and motivation were hypothesized to be positively associated with beliefs underlying hygiene and safety negotiation skills as well as frequency of close-shave practices. To determine whether parameters of IMB model might differ across rural and urban settings, the following research question was considered: do individual paths and mediating mechanisms operate differently across rural and urban IMB models?

Importance to the Social Marketing Field:

这项研究为IMB框架内的社会营销原则的整合提供了经验证据，并且这种整合在为低收入情况下的社会营销干预措施制定形成性命题中的潜力。

方法：

这项研究分两个阶段进行。在第一阶段，对来自半结构化调查（N = 65）的数据进行分析，以识别模态显着信念并建立后续调查研究。第二阶段包括收集横截面调查数据（N = 622），并使用探索性和结构方程模型来评估所提出的模型。

结果：

在一起，已确定的信念和IMB变量之间的静态显着关联表明，理发店客户对与理发店使用相关的风险，替代行为的相对利益（例如，使用个人剃须工具包）以及获得这些利益的花费会感到矛盾。

研究或实践建议：

这项研究的结果呼吁人们注意使用多种营销组合方式，不仅可以提供与生态相关的信息并增加动力，还可以出售使用理发店的好处，抵消安全做法的价格并引起决策者的注意。没有证据表明在各个路径上进行了适度的调解或调节，以支持城市和农村地区受访者之间的显着差异，这表明可以使用单组模型来设计两种环境中的干预措施。

局限性：

未来的研究应预先测试特定的干预功能，以识别受众对当前研究中讨论的初步主张的反应。