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. 2025 Feb;128(1):389-415.
doi: 10.1177/00332941241256880. Epub 2024 May 31.

Toward Tailored and Targeted Communication for the Promotion of Firearm Safety: A Qualitative Study With Firearm Retailers

Mike Henson-Garcia  1   2 , Lauren Q Malthaner  3 , Katelyn K Jetelina  3 , Michael Mackert  4 , Marlyn Allicock  1 , Sandra McKay  2
Affiliations

Toward Tailored and Targeted Communication for the Promotion of Firearm Safety: A Qualitative Study With Firearm Retailers

Mike Henson-Garcia et al. Psychol Rep. 2025 Feb.

Abstract

Firearm injury is a major yet understudied public health issue in the U.S. This qualitative study explored firearm retailers' perspectives to inform messaging and communication approaches to promote firearm safety among the gun owning population. Semi-structured interviews were conducted with 17 retailers at a single gun shop in Texas. Thematic analysis identified key themes related to (1) audience segmentation, (2) appropriate use of language, and (3) trusted messengers and modalities for the communication of firearm safety information. This formative work provides practical insights to optimize public health messaging in this arena and ultimately reduce firearm injuries. Overall, this study provides valuable insights to guide the development and implementation of evidence-based, social marketing efforts aiming to promote firearm safety across various gun-owning audiences.

Keywords: Audience segmentation; firearm retailer; firearm safety; gun shop; tailoring; targeting.

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Conflict of interest statement

Declaration of Conflicting InterestsThe author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

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