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Analyzing a marketing database to identify motivationally coherent audience segments for a national energy balance promotion initiative

Mary Ann Van Duyn, PhD, MPH, RD1, Frederick Fridinger, DrPH, CHES2, Judith McDivitt, PhD3, Deanne Weber, PhD4, Jennifer Chu1, Bonnie Bloodgood, BA1, Michael L. Rothschild, PhD, MBA5, and Edward W Maibach, PhD, MPH1. (1) Center for Strategic Dissemination, National Cancer Institute, 31 Center Drive, Building 31, Room 10A03, Bethesda, MD 20892, 301-451-4284, vanduynm@mail.nih.gov, (2) Matthews Media Group, Inc., 6116 Executive Boulevard, Suite 202/2024C, Bethesda, MD 20892, (3) Division of Nutrition and Physical Activity, Centers for Disease Control & Prevention, National Center for Chronic Disease Prevention & Health Promotion, 4770 Buford Hwy, MS K-46, Atlanta, GA 30341, (4) Research, Porter Novelli, 1909 K Street, NW, washington, DC 20006, (5) School of Business, University of Wisconsin, 5601 Tonyawatha Trail, Madison, WI 53716

Obesity has become one of the major public health problems in the U.S., and more information is needed about appropriate audience segments for communication and other intervention purposes. This consumer target audience segmentation and profiling effort focused on adults and youth who are overweight or obese. The intent of this study was to identify motivationally coherent audience segments to aid in understanding the beliefs, benefits and barriers associated with desired energy balance behaviors and achieving a healthy weight. We assessed physical activity and eating behaviors known to influence weight, as well as internal personal and external social and environmental factors that impact upon physical activity and eating practices. Factor and group cluster analyses were conducted using the 2003 StylesĄ¶ database, which combines information from three annual household mail surveys of adults and youth. Cluster profile variables considered included personality traits, general health attitudes and behaviors, information sources, media use patterns, and other consumer non-health practices that can be helpful in targeting and reaching the groups. Parent-child dyad analyses were also performed to assess benefits and barriers associated with opportunities to enhance energy balance behaviors within families. The findings from this study are then discussed in terms of how they inform the primary consumer formative research effort, and ultimately provide strategic direction for program planning and dissemination opportunities.

Learning Objectives: The learner/participant will be able to

Keywords: Social Marketing, Obesity

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Theory and Research in Health Communication

The 132nd Annual Meeting (November 6-10, 2004) of APHA