Children’s oral health services and socio-economic deprivation: theory of reasoned action in social marketing

Abstract

Our paper investigates attitudes and behaviours opposed to the desired behaviour change and how they may be overcome through social marketing, explored through the Theory of Reasoned Action, examining children accessing Childsmile oral health services in socio-economically deprived groups in Scotland. Qualitative focus group interviews were undertaken with parents/main carers (10 groups) and relevant professionals (8 groups). A variety of factors facilitating and interfering with engagement were identified (identifiable with beliefs and attitudes in the Theory of Reasoned Action), along with practical issues affecting access. We conclude by showing how social marketing interventions can promote behaviour change, addressing competition and improving the exchange process.