Direct-to-consumer (DTC) marketing represents a vital strategy to disseminate evidence-based therapies (EBTs). This 3-phase research program, informed by the marketing mix, developed and evaluated user-informed DTC materials for parents concerned about adolescent substance use (SU). Phases 1 and 2 consisted of qualitative interviews (n = 29 parents) and a quantitative survey (n = 411), respectively, to elicit parents' preferred terms and strategies to disseminate EBT. Building upon prior phases, the current study (Phase 3) developed a user-informed infographic (128 words, 7th-grade level) focused on SU therapy. Parents were randomly assigned to view the user-informed infographic (n = 75) or a standard EBT description (n = 77) from the American Psychological Association (529 words, 12th-grade level). Logistic regressions examined the effect of marketing condition on parent-reported behavioral intentions and actual requests for EBT information, controlling for correlates of parent preferences in Phase 2 (parent education level; adolescent internalizing, externalizing, legal, and SU problems). Counter to hypotheses, condition did not have a main effect on either outcome. However, there was a significant interaction between condition and adolescent SU problems: among parents whose adolescents had SU problems, the user-informed infographic predicted 3.7 times higher odds of requesting EBT information than the standard description. Additionally, parents whose adolescents had legal problems were more likely to request EBT information than parents whose adolescents did not. The infographic was 4 times shorter and written at 5 grade levels lower, thereby providing a highly disseminable alternative. Findings highlight the value of specificity in DTC marketing, while advancing methods to create tailored marketing materials and communicate knowledge about psychological science. (PsycInfo Database Record (c) 2020 APA, all rights reserved).

中文翻译：

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用户知情的营销与标准描述来推动循证治疗的需求：一项随机对照试验。


直接面向消费者 (DTC) 营销是传播循证疗法 (EBT) 的重要策略。这个 3 阶段的研究计划以营销组合为基础，为关注青少年物质使用 (SU) 的家长开发和评估了用户知情的 DTC 材料。第一阶段和第二阶段分别包括定性访谈（n = 29 名家长）和定量调查（n = 411），以引出家长传播 EBT 的首选术语和策略。在先前阶段的基础上，当前的研究（第 3 阶段）开发了一个用户知情的信息图（128 个字，7 年级水平），重点关注 SU 疗法。家长被随机分配查看用户知情的信息图 (n = 75) 或美国心理学协会的标准 EBT 描述 (n = 77)（529 个单词，12 年级水平）。逻辑回归检验了营销条件对家长报告的行为意图和对 EBT 信息的实际请求的影响，控制了第二阶段家长偏好的相关性（家长教育水平；青少年内化、外化、法律和 SU 问题）。与假设相反，条件对这两种结果都没有主要影响。然而，状况和青少年 SU 问题之间存在显着的相互作用：在青少年有 SU 问题的父母中，用户知情的信息图预测请求 EBT 信息的几率比标准描述高 3.7 倍。此外，青少年有法律问题的父母比青少年没有法律问题的父母更有可能要求 EBT 信息。该信息图缩短了 4 倍，并以低 5 个年级的水平编写，从而提供了一种高度传播的替代方案。 研究结果强调了 DTC 营销中特异性的价值，同时改进了创建定制营销材料和传播心理科学知识的方法。 （PsycInfo 数据库记录 (c) 2020 APA，保留所有权利）。