Skip Navigation



Health Education Research Advance Access published online on November 30, 2004
Health Education Research, doi:10.1093/her/cyg138
© 2004 by Oxford University Press
This Article
Right arrow FREE Full Text (PDF) Freely available
Right arrow All Versions of this Article:
20/4/430    most recent
cyg138v1
Right arrow E-letters: Submit a response
Right arrow Alert me when this article is cited
Right arrow Alert me when E-letters are posted
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Add to My Personal Archive
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Disclaimer
Google Scholar
Right arrow Articles by Boslaugh, S. E.
Right arrow Articles by Naleid, K.
Right arrow Search for Related Content
PubMed
Right arrow PubMed Citation
Right arrow Articles by Boslaugh, S. E.
Right arrow Articles by Naleid, K.
Social Bookmarking
Add to CiteULike   Add to Connotea   Add to Del.icio.us  
What's this?

Received January 6, 2004
Accepted September 23, 2004

Original article

Comparing demographic, health status and psychosocial strategies of audience segmentation to promote physical activity

Sarah E. Boslaugh 1*, Matthew W. Kreuter 2, Robert A. Nicholson 3, and Kimberly Naleid 2

1 Department of Pediatrics, Washington University School of Medicine, St Louis, MO 63110, USA
2 Health Communication Research Laboratory, Department of Community Health, School of Public Health, St Louis University, St Louis, MO 63108, USA
3 Department of Community and Family Medicine, St Louis University, St Louis, MO 63104, USA

* To whom correspondence should be addressed.
Sarah E. Boslaugh, E-mail: boslaugh_s{at}kids.wustl.edu


  Abstract

The goal of audience segmentation is to identify population subgroups that are homogeneous with respect to certain variables associated with a given outcome or behavior. When such groups are identified and understood, targeted intervention strategies can be developed to address their unique characteristics and needs. This study compares the results of audience segmentation for physical activity that is based on either demographic, health status or psychosocial variables alone, or a combination of all three types of variables. Participants were 1090 African-American and White adults from two public health centers in St Louis, MO. Using a classification-tree algorithm to form homogeneous groups, analyses showed that more segments with greater variability in physical activity were created using psychosocial versus health status or demographic variables and that a combination of the three outperformed any individual set of variables. Simple segmentation strategies such as those relying on demographic variables alone provided little improvement over no segmentation at all. Audience segmentation appears to yield more homogeneous subgroups when psychosocial and health status factors are combined with demographic variables.


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us    What's this?


This article has been cited by other articles:


Home page
 Health Educ BehavHome page
N. Sudo, D. Degeneffe, H. Vue, E. Merkle, J. Kinsey, K. Ghosh, and M. Reicks
Relationship Between Attitudes and Indicators of Obesity for Midlife Women
Health Educ Behav, December 1, 2009; 36(6): 1082 - 1094.
[Abstract] [PDF]

Home page
 Health Promot PractHome page
A. K. Halder, J. A. Tiro, B. Glassman, W. Rakowski, M. E. Fernandez, C. A. Perez, and S. W. Vernon
Lessons Learned From Developing a Tailored Print Intervention: A Guide for Practitioners and Researchers New to Tailoring
Health Promot Pract, July 1, 2008; 9(3): 281 - 288.
[Abstract] [PDF]

Home page
 American Behavioral ScientistHome page
M. W. Kreuter and L. T. Haughton
Integrating Culture Into Health Information for African American Women
American Behavioral Scientist, February 1, 2006; 49(6): 794 - 811.
[Abstract] [PDF]


Disclaimer: Please note that abstracts for content published before 1996 were created through digital scanning and may therefore not exactly replicate the text of the original print issues. All efforts have been made to ensure accuracy, but the Publisher will not be held responsible for any remaining inaccuracies. If you require any further clarification, please contact our Customer Services Department.