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Health Education Research, Vol. 16, No. 4, 503-505, August 2001
© 2001 Oxford University Press

LETTERS TO THE EDITOR

Response to Kreuter and Skinner

Rena J. Pasick

Prevention Sciences, Northern California Cancer Center, PO Box 5033, Union City, CA 94587-3106, USA

I am grateful for Kreuter and Skinner's call for consensus regarding use of the terms targeting and tailoring (Kreuter and Skinner, 2000Go), having suffered the frustration of trying to identify a commonly agreed upon meaning for these words as they relate to health communications. Indeed, not having succeeded in that endeavor, my colleagues and I developed a set of definitions in 1996 (Pasick et al.1996Go). Kreuter and Skinner similarly advance definitions, and I write now to suggest where further areas of consensus might be found.

There are two relatively recent changes in our field that are entirely independent of one another but converge to render this discussion both important and complex. One is the increasing diversity of the US population, and the desire in health education and behavioral science to understand and to be highly . . . [Full Text of this Article]

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