Document Detail


Exploring audience segmentation: investigating adopter categories to diffuse an innovation to prevent famine in rural Mozambique.
MedLine Citation:
PMID:  23020741     Owner:  NLM     Status:  MEDLINE    
Abstract/OtherAbstract:
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:
Rachel A Smith; Jill L Findeis
Publication Detail:
Type:  Journal Article; Research Support, N.I.H., Extramural; Research Support, Non-U.S. Gov't     Date:  2012-09-28
Journal Detail:
Title:  Journal of health communication     Volume:  18     ISSN:  1087-0415     ISO Abbreviation:  J Health Commun     Publication Date:  2013  
Date Detail:
Created Date:  2013-01-11     Completed Date:  2013-04-01     Revised Date:  2013-10-22    
Medline Journal Info:
Nlm Unique ID:  9604100     Medline TA:  J Health Commun     Country:  United States    
Other Details:
Languages:  eng     Pagination:  6-19     Citation Subset:  T    
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
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MeSH Terms
Descriptor/Qualifier:
Adolescent
Adult
Aged
Diffusion of Innovation*
Fabaceae / supply & distribution
Female
Food Supply
Health Promotion / methods*
Humans
Middle Aged
Mozambique
Qualitative Research
Rural Population*
Starvation / prevention & control*
Young Adult
Grant Support
ID/Acronym/Agency:
P50 DA010075/DA/NIDA NIH HHS; P50 DA010075/DA/NIDA NIH HHS; R24 HD041025/HD/NICHD NIH HHS
Comments/Corrections

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