An exploratory study of factors motivating Mexican women to undertake and continue with nutritional programs. Issue 3 (2nd July 2020)

• Record Type: Journal Article
• Authors: Rodriguez, Rachel; Quintanilla, Claudia
• Is Part Of: Health marketing quarterly. Volume 37:Issue 3(2020)
• Page Start: 245
• Page End: 264
• Publication Date: 2020-07-02
• Subjects: Motivations -- Mexican -- women -- nutrition program; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2020.1805892
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: The purpose of this paper is to study and provide a framework for the motivations of women to engage in and maintain a nutritional program in Mexico. Focusing on a physician–dietician counseling program, 10 in-depth interviews were conducted with women age 30–60 engaged in the program. Two different sets of motivations for women were found, intrinsic and extrinsic, consistent with the self-determination theory. A model presents each set of motivations including subsets that explain specifically what makes women want to continue a nutrition program. Also, marketing implications from these motivations are discussed.