title: Media usage as health segmentation variables.
abstract: The purpose of this research is to contrast a traditional audience segmentation model that uses demographics and health evaluations against a model that uses these same variables plus media usage variables. The goal was to determine whether media usage variables - typically not used in health segmentation studies - add predictive power in determining health behaviors and attitudes. The results of the analysis showed an increase in the ability to predict health behaviors such as aspirin use, vitamin use, diet, and exercise, and suggest that there is predictive value for including media variables as part of the segmentation process. Implications for public health education and campaign planning are discussed.
authors: Strategic Communication, School of Journalism, University of Missouri-Columbia, Columbia, Missouri 65203, USA. Srodgers@missouri.edu
authors: Shelly
authors: S
authors: Rodgers
authors: Qimei
authors: Q
authors: Chen
authors: Margaret
authors: M
authors: Duffy
authors: Kenneth
authors: K
authors: Fleming
mesh_terms: D016000:Cluster Analysis; D003625:Data Collection; D003710:Demography; D005260:Female; D015438:Health Behavior; D006266:Health Education; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008402:Mass Media; D008875:Middle Aged