Exploring audience segmentation: investigating adopter categories to diffuse an innovation to prevent famine in rural Mozambique.
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...
| Publicado en: | Journal of Health Communication Vol. 18; no. 1; pp. 6 - 20 |
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| Autores principales: | , , , |
| Formato: | research Journal Article |
| Publicado: |
Taylor & Francis Ltd
Jan2013
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=104293128&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 104293128 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 10810730 1HT jtl: Journal of Health Communication issn: 10810730 maglogo: N pubinfo: dt: Jan2013 vid: 18 iid: 1 pid: 377 pub: Taylor & Francis Ltd place: Philadelphia, Pennsylvania artinfo: ui: 104293128 NLM23020741 2011897657 10.1080/10810730.2012.688249 NLM23020741 PMC3772073 104293128 ppf: 6 ppct: 14 formats: tig: atl: Exploring audience segmentation: investigating adopter categories to diffuse an innovation to prevent famine in rural Mozambique. aug: au: Smith RA Findeis JL Smith, Rachel A Findeis, Jill L affil: Department of Communication Arts and Sciences and the Center for Infectious Disease Dynamics, The Pennsylvania State University, University Park, Pennsylvania 16802, USA sug: subj: Diffusion of Innovation Health Promotion Methods Rural Population Starvation Prevention and Control Adolescence Adult Aged Legumes Supply and Distribution Female Food Supply Human Middle Age Mozambique Qualitative Studies Young Adult Adolescent: 13-18 years Adult: 19-44 years Aged: 65+ years Middle Aged: 45-64 years Female ab: 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. pubtype: Academic Journal doctype: research Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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