Audience Segmentation as a Social-Marketing Tool in Health Promotion: Use of the Risk Perception Attitude Framework in HIV Prevention in Malawi

Abstract

The risk perception attitude framework can serve as a theoretically sound audience segmentation technique that can be used to determine whether messages should augment perceptions of risk, beliefs about personal efficacy, or both.

Patient-centric HTA: different strokes for different folks

“…The process of dividing a large heterogeneous group into smaller homogeneous subgroups is practiced in commercial marketing and advertising, but it is also used in the healthcare sector [46]. The most widely used subgroups to split patients into segments are formed from demographic characteristics (e.g., gender, age, education, social class, and residence) [46][47][48][49]. In addition, there can be variables based on psychosocial characteristics, behavior, risk tolerance and others [46][47][48]50].…”

“…The most widely used subgroups to split patients into segments are formed from demographic characteristics (e.g., gender, age, education, social class, and residence) [46][47][48][49]. In addition, there can be variables based on psychosocial characteristics, behavior, risk tolerance and others [46][47][48]50]. According to Boslaugh [47] and Tollen [50], it is best to combine different types of segmentation variables.…”

Using DHS to Identify Sites for HIV Prevention Trials

“…Several theories have been applied to examining HIV risk and adoption of prevention behaviours, including the AIDS Risk Reduction Model (ARRM) (Catania, Kegeles et al 1990), the Information, Motivation and Behaviour Change theory (Fisher and Fisher 1992) and the Risk Perception Attitudes Framework (Rimal, Brown et al 2009). They share similar constructs.…”

“…As in the ARRM, self-efficacy is a critical component of behavioural skills. Finally, the Risk Perception Attitudes Framework focuses on two of the above constructs, suggesting that the strength of an individual's efficacy beliefs will influence whether or how his or her risk perceptions affect the uptake of prevention behaviours (Rimal, Brown et al 2009). For example, when a person's efficacy beliefs and risk perception are low, s/he will not be adequately motivated to engage in new prevention behaviours, while low risk perception but strong efficacy beliefs will cause a person to engage in proactive behaviours.…”

“…The Risk Perception Attitudes Framework has been used to identify different population segments, based on their HIV-related perceived risk and efficacy beliefs, in order to develop and disseminate communication materials tailored to the needs of each audience segment (Rimal, Brown et al 2009). We adapt and extend this approach, but using psychosocial constructs to identify population segments with potentially different predispositions to HIV prevention.…”