Branding for health promotion
| Project/Area Number |
16K13033
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Multi-year Fund |
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| Research Field |
Applied health science
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| Research Institution | Waseda University |
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Principal Investigator |
Takenaka Koji 早稲田大学, 人間科学学術院, 教授 (80103133)
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| Project Period (FY) |
2016-04-01 – 2019-03-31
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| Project Status |
Completed (Fiscal Year 2018)
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| Budget Amount *help |
¥3,900,000 (Direct Cost: ¥3,000,000、Indirect Cost: ¥900,000)
Fiscal Year 2018: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2017: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
Fiscal Year 2016: ¥2,730,000 (Direct Cost: ¥2,100,000、Indirect Cost: ¥630,000)
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| Keywords | ブランディング / 健康づくり / 普及・啓発 / 生活習慣病 / メンタルヘルス問題 / 予防活動 / 健康づくり / ライフスタイル / ヘルスプロモーション / 健康ブランド / 普及啓発 |
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| Outline of Final Research Achievements |
The purpose of this study is to apply and evaluate the health branding approach as a social marketing strategy that promotes the attitude and behavior changes in order to prevent the lifestyle-related disease and mental health problems. This study emphasizes the importance of transformation from conventional medical care approach to marketing approach to enhance attitude and behavior changes for people, beyond dissemination of health promotion. The results showed that knowledge, acceptance, and intention to health behavior were improved by this branding approach.
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| Academic Significance and Societal Importance of the Research Achievements |
現在，我が国において，国民医療費に占める生活習慣病の割合はきわめて高い割合を占めており，一方，うつ病や不安障害など，いわゆる気分障害を中心とするメンタルヘルス問題は職域，学校，地域，家庭において多くの損失を与えている。従来から，これらの問題について，予防行動の症例が行われてきたものの，人々の態度変容および行動変容にいたるほどに効果をあげていない。本研究では，健康ブランディングの手法を用いて，従来の医療一辺倒の情報提供からマーケティングを用いた普及啓発を行い，その効果を検証した。
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Report
(4 results)
Research Products
(57 results)
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[Journal Article] Health behavior stage and the prevalence of health risk behaviors in inner Mongolian secondary school students: a cross-sectional study.2019
Author(s)
Shimazaki, T., Uechi, H., Bao, H., Deli, G., Lee, Y., Miura, K. & Takenaka, K.
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Journal Title
Child & Youth Services
Volume: -
Issue: 2
Pages: 184-199
DOI
Related Report
Peer Reviewed / Open Access / Int'l Joint Research
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[Journal Article] Psychological reactance in smoking cessation among inner Mongolian students.2018
Author(s)
Shimazaki, T., Bao, H., Deli, H., Uechi, H., Lee, Y-H., Miura, K. & Takenaka, K.
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Journal Title
International Journal of Health Promotion and Education
Volume: -
Issue: 6
Pages: 269-279
DOI
Related Report
Peer Reviewed / Open Access / Int'l Joint Research
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[Journal Article] Cross-cultural validity of the theory of planned behavior for predicting healthy food choice in secondary school students of Inner Mongolia.2017
Author(s)
Shimazakia, T., Hugejiletu, B., Geer, D., Uechi, H., Ying-Hua, L., Miurae, K., & Takenaka, K.
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Journal Title
Diabetes & Metabolic Syndrome: Clinical Research & Reviews
Volume: 35
Pages: 36-44
DOI
Related Report
Peer Reviewed / Open Access / Int'l Joint Research
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[Journal Article] Exploring physical activity with a low psychological burden and high feasibility in Japan: a qualitative study2016
Author(s)
Shimazaki, T., Iio, M., Lee, Y., Konuma, K., & Takenaka, K.
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Journal Title
Psychology, Health & Medicine
Volume: 20
Issue: 8
Pages: 1-10
DOI
Related Report
Peer Reviewed / Open Access / Int'l Joint Research
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[Journal Article] Construction of a Short form of the Healthy Eating Behavior Inventory for the Japanese Population2015
Author(s)
Shimazakia, T., Iio, M., Lee, Y., Suzuki, A., Konumae, K., Teshima, A., & Takenaka, K.
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Journal Title
Obesity Research & Clinical Practice
Volume: 15
Pages: 125-128
DOI
Related Report
Peer Reviewed / Open Access / Int'l Joint Research
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