184840 Using psychographic segmentation to target risk behavior interventions: A case study of San Diego young adults

Monday, October 27, 2008

Pamela Ling, MD, MPH , Division of General Internal Medicine, University of California, San Francisco, San Francisco, CA
Mayo Djakaria, BA , Strategic Initiatives Director, Rescue Social Change Group, San Diego, CA
Significance: Tobacco marketers used “psychographic” characteristics (general attitudes, social groups, activities) to develop targeted advertising for socio-cultural groups of young adults. Most public health interventions focus on demographic targets. Psychographic measures may identify unique high risk groups for more strategically targeted health interventions.

Objective: Describe the socio-cultural subgroups and smoking behavior among young adults (18-26 years old) in San Diego.

Methods: Intercept surveys (N=219) conducted in and near San Diego bars and clubs. We measured socio-cultural group affiliations using pictures and bar/club preference ratings, level of social concern, and past 30-day smoking prevalence. Nine socio-cultural specific focus groups (41 participants) were conducted.

Results: Factor analysis identified four major groups in San Diego young adult social culture: Mainstream (52% of sample), Lesbian/Gay/Bisexual/Transgender (20%), Urban (21%) and Indie rock hipsters/Scenesters (“hipsters”) (17%). “Hipsters” had the highest smoking prevalence (50% smokers) compared to Mainstream (32.1%), LGBT (38.1%) and Urban (30.4%). Multivariate logistic regression controlling for demographics showed “hipster” affiliation was significantly associated with current smoking (OR 2.36 95% CI [1.13, 4.92]. High levels of social concern were also significantly associated with smoking (OR 2.86, [1.50, 5.44]). 80% of “hipsters” had high levels of social concern. In focus groups, “hipsters” were easily identified and had the highest perceived smoking prevalence.

Conclusion: Both socio-cultural group membership and social concern were associated with smoking. These factors were used to develop a branded intervention to decrease smoking among San Diego “hipsters”. This segmentation strategy can be applied to other risk behavior interventions or other age groups.

Learning Objectives:
1) Discuss the objective and process of psychographic segmentation 2) Discuss the relationship between socio-cultural groups, social concern, and risk behavior 3) Discuss of the application of these findings in public health intervention design and implementation

Keywords: Social Marketing, Risk Assessment

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have conducted research on tobacco marketing strategies and how to counterengineer them since 1999, with over 25 peer reviewed publications related to this topic. I have planned and organized a session at APHA in 2007 (in the ATOD section), and I have given keynote addresses on this topic at multiple national and international public health meetings. I have been on the UCSF faculty since 2002.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.