title: Marketing mental health to men: theoretical and practical considerations.
abstract: The current paper addresses the importance of and relevant challenges pertaining to the marketing of mental health to men. Included are pertinent definitions, a review of related research, and a discussion of recent large-scale gender-specific mental health campaigns. In addition, central aspects of the social marketing framework considered to be particularly useful for addressing men's resistance to help seeking are reviewed. Suggestions for future research topics are also provided.
authors.affiliation: Educational Psychology, Counseling Psychology Program, University of Texas at Austin, TX 78712-D5800, USA. aaron.rochlen@mail.utxas.edu
authors.forename: Aaron B
authors.initials: AB
authors.lastname: Rochlen
authors.forename: Wayne D
authors.initials: WD
authors.lastname: Hoyer
mesh_terms: D006801:Humans; D008297:Male; D008603:Mental Health; D008962:Models, Theoretical; D040241:Social Marketing; D014481:United States