Confronting the Teenage Pregnancy Issue: Social Marketing as an Interdisciplinary Approach

Abstract

Social marketing is advocated here as a viable approach for increasing responsible teenage contraception. The innovative field is reviewed and the major issues dealing with the adoption and implementation of a social marketing approach to teenage contraception are discussed. Research on teenagers' sexual and contraceptive attitudes and behaviors is also reviewed. The discussion emphasizes that the use and adoption of effective contraceptive methods requires both individual level decision-making and interpersonal negotiation with contraceptive providers. Some of the key individual level considerations are presented here within the context of a problem-solving framework for contraceptive use. It is concluded that interdisciplinary efforts are needed to expand and integrate our knowledge of teenagers' fertility-related attitudes and behaviors to facilitate effective social marketing strategies. Particular emphasis is placed on improving our understanding of the social psychological processes underlying how teenagers, both individually and in conjunction with others, consider, discuss, and decide upon the various contraceptive methods.