Using Audience-Segmentation Techniques to Tailor Health Behavior Change Strategies

Forthofer, Melinda; Bryant, Carol A.

doi:10.5993/ajhb.24.1.6

Cited by 97 publications

(75 citation statements)

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“…More recently, Nickelson et al 49 compared the two analytic techniques in a study that characterized social and demographic factors among adolescents enrolled in a physical activity intervention. CHAID has also been conducted for audience segmentation analysis among subgroups of women screened for breast cancer 50 and adolescents at risk for obesity. 51 In the current study, both analytic approaches provided important information about the role of variables associated with current smoking.…”

Section: Discussionmentioning

confidence: 99%

“…Variables included age (18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29)(30)(31)(32)(33)(34)(35)(36)(37)(38)(39)(40)(41)(42)(43)(44)(45)(46)(47)(48)(49)(50), and ‡ 51 years), education ( < high school, high school/General Educational Development (GED), and > high school), race (white vs. other), marital status at time of interview (never married, married/member of couple, and divorced/widowed/separated), employment (full-time, part-time, unemployed/disabled, other), occupation (professional as defined by a degree, skilled labor, unskilled labor, other), annual household income, and health insurance (private, government-assisted, none).…”

Section: Social and Demographic Characteristicsmentioning

confidence: 99%

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Risk Factors for Smoking in Rural Women

Wewers

Salsberry

Ferketich

et al. 2012

Journal of Women's Health

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Background: This study examined the association between social, demographic, and psychologic factors and smoking status among Appalachian Ohio women. A secondary aim examined whether specific factors could be identified and segmented for future tailored treatment of tobacco dependence. Methods: A cross-sectional survey (n = 570) obtained information about social, demographic, and psychologic factors and smoking. Logistic regression described associations between these characteristics and smoking status. Chi-square automatic interaction detection (CHAID) analyses identified subgroups at risk for smoking. Results: Fifty-two percent never smoked, with 20.5% and 27.5% categorized as former and current smokers, respectively. Women with low adult socioeconomic position (SEP) were more likely to smoke (odds ratio [OR] 3.05, 95% confidence interval [CI] 1.74-5.34) compared to high SEP women. Other factors associated with current smoking included age 31-50 (OR 2.30, 95% CI 1.22-4.33), age 18-30 (OR 3.29, 95% CI 1.72-5.34), Center for Epidemiologic Studies Depression scale (CES-D) score ‡ 16 (OR 1.99, 95% CI 1.31-3.05), and first pregnancy at age < 20 (OR 1.74, 95% CI 1.14-2.66). The prevalence of smoking was 50% among those with four or more risk factors compared to 10% for those reporting no risk factors. CHAID analyses identified low adult SEP and depressive symptoms as the combination of risk factors most strongly associated with smoking; 49.3% of women in this subgroup currently smoked. Conclusions: Low SEP in adulthood, maternal circumstances, and depressive symptoms are associated with current smoking. Tailored cessation interventions that address these risk factors should be developed and further evaluated in an attempt to reduce disparities in smoking prevalence among this vulnerable group of women.

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Section: Discussionmentioning

confidence: 99%

Section: Social and Demographic Characteristicsmentioning

confidence: 99%

Risk Factors for Smoking in Rural Women

Wewers

Salsberry

Ferketich

et al. 2012

Journal of Women's Health

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“…All 121 participants had health insurance, and many had worked in jobs requiring annual physicals. Perhaps, greater benefits would realized by Native Hawaiians who are not members of civic clubs and/or have lower rates of employment and insurance coverage [10,27]. …”

Section: Discussionmentioning

confidence: 99%

“…These strategies have been shown to improve intervention effectiveness in tobacco cessation, diet change, and screening behaviors [8][9][10][11][12][13].…”

Section: Introductionmentioning

confidence: 99%

Testing a culturally appropriate, theory-based intervention to improve colorectal cancer screening among native Hawaiians

Braun

Fong

Ka'ano'i

et al. 2005

Preventive Medicine

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“…These segments are derived through conducting focus groups (Makowski, 2004) or quantitative surveys (Fridinger, Macera, & Cordell, 2002). An alternative method uses a variety of post hoc analytical methods, such as cluster analysis, that select variables to define a group's behavior (Forthofer, 2000;Slater, 1996;Slater & Flora, 1991;Williams & Flora, 1995).Recently, public health practitioners have used audience segmentation to promote medication compliance, child immunizations, weight loss, exercise (Forthofer, 2000), and the use of complementary and alternative medicine (Makowski, 2004). However, few studies have examined audience segmentation related to physical activity (Fridinger et al, 2002;Poscente et al, 2002).…”

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confidence: 99%

A Typology of Middle School Girls: Audience Segmentation Related to Physical Activity

et al. 2006

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The Trial of Activity for Adolescent Girls (TAAG) combines social ecological and social marketing approaches to promote girls' participation in physical activity programs implemented at 18 middle schools throughout the United States. Key to the TAAG approach is targeting materials to a variety of audience segments. TAAG segments are individuals who share one or more common characteristic that is expected to correlate with physical activity. Thirteen focus groups with seventh and eighth grade girls were conducted to identify and characterize segments. Potential messages and channels of communication were discussed for each segment. Based on participant responses, six primary segments were identified: athletic, preppy, quiet, rebel, smart, and tough. The focus group information was used to develop targeted promotional tools to appeal to a diversity of girls. Using audience segmentation for targeting persuasive communication is potentially useful for intervention programs but may be sensitive; therefore, ethical issues must be critically examined. Keywordsformative assessment; methodology; social marketing; adolescents Active youth are more likely to continue to be active in adulthood (Telama, Yang, Laakso, & Viikari, 1997). However, girls' participation in moderate to vigorous physical activity (MVPA) drops dramatically, compared to that of boys, from the early elementary years through high school (Caspersen, Pereira, & Curran, 2000;Grunbaum et al., 2002;Kimm et al., 2000Kimm et al., , 2002Sallis, 2000;Trost, 2000;Trost et al., 2002). To counteract the decline in girls' participation in MVPA, the National Heart, Lung, and Blood Institute initiated an intervention trial, Trial of Activity for Adolescent Girls (TAAG), with 36 middle schools across six field centers randomized to intervention or control conditions. The purpose of TAAG is to design and evaluate an intervention based on the social ecological model Young et al., 2006) to reduce the decline in physical activity in middle school girls by affecting the physical and social environment through (a) health education and physical education programming, (b) linking schools with community organizations to increase opportunities for physical activity, and (c) promotional efforts to enhance motivation. Because a school-and community-based intervention such as TAAG is implemented with a broad general population, investigators identified a need to make TAAG programming and marketing materials diverse and appealing to a wide variety of girls. Investigators selected social marketing strategies to identify key segments in the target population and learn about ways promotional messages could be shaped to meet varying needs and interests. This article presents an innovative strategy, implemented as part of TAAG formative research to identify audience segments related to MVPA among middle school girls and associated channels, sources, and messages to reach them.To enhance the effectiveness of intervention components, TAAG adopted an overall promotions strategy aime...

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Using Audience-Segmentation Techniques to Tailor Health Behavior Change Strategies

Cited by 97 publications

References 0 publications

Risk Factors for Smoking in Rural Women

Risk Factors for Smoking in Rural Women

Testing a culturally appropriate, theory-based intervention to improve colorectal cancer screening among native Hawaiians

A Typology of Middle School Girls: Audience Segmentation Related to Physical Activity

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