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Using Audience-Segmentation Techniques to Tailor Health Behavior Change Strategies

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Objective: To introduce audience-segmentation techniques to health educators and health behavior researchers. Methods: Provide a comparison between non-marketing and marketing approaches to developing health behavior change strategies and reviews some of the most commonly used techniques for audience-segmentation analysis. Results: The determinants of the breast cancer screening among women in Florida are used to illustrate the use of CHAID for segmentation analysis. Conclusion: Audience-segmentation techniques enabled us to discover the unique characteristics of population segments with very high need and to focus intervention resources in a manner that is likely to maximize intervention impact.

Document Type: Research Article


Affiliations: Florida Prevention Research Center at the University of South Florida; University of South Florida College of Public Health Department of Community and Family Health, Tampa, FL.

Publication date: January 1, 2000

More about this publication?
  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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