title: Exploring audience segmentation: investigating adopter categories to diffuse an innovation to prevent famine in rural Mozambique.
abstract: Audience segmentation is a useful tool for designing effective campaigns. Further, the efficiency promised in diffusion science rests to some degree on the existence of adopter categories that can be identified and used to strategically disseminate prevention innovations. This study investigates the potential to identify adopter categories in potential recipients (n = 127) of an innovation to prevent food shortages in Mozambique. A 5-class model was found using latent class analysis, but it showed important differences from existing descriptions of adopter categories. Implications for theory and practice are discussed.
authors.affiliation: Department of Communication Arts and Sciences and the Center for Infectious Disease Dynamics, The Pennsylvania State University, University Park, Pennsylvania 16802, USA. ras57@psu.edu
authors.forename: Rachel A
authors.initials: RA
authors.lastname: Smith
authors.forename: Jill L
authors.initials: JL
authors.lastname: Findeis
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D004059:Diffusion of Innovation; D007887:Fabaceae / Q000600:supply & distribution; D005260:Female; D005523:Food Supply; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008875:Middle Aged; D009073:Mozambique; D036301:Qualitative Research; D012424:Rural Population; D013217:Starvation / Q000517:prevention & control*; D055815:Young Adult