Personas: A market segmentation approach to describe physical activity behavior in autistic populations using the capability, opportunity, motivation, behavior (COM-B) framework.
Physical activity, defined as "any bodily movement produced by skeletal muscle that results in energy expenditure" has the potential to mitigate some of the high rates of noncommunicable diseases, which autistic individuals are more susceptible to than are their peers; however, physical inactivity r...
| Publicado en: | Health Marketing Quarterly Vol. 43; no. 1; pp. 28 - 41 |
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| Autores principales: | , , , |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Taylor & Francis Ltd
Jan-Mar2026
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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=192312746&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 192312746 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 07359683 HMQ jtl: Health Marketing Quarterly issn: 07359683 maglogo: N pubinfo: dt: Jan-Mar2026 vid: 43 iid: 1 pid: 377 pub: Taylor & Francis Ltd place: Philadelphia, Pennsylvania artinfo: ui: 192312746 191511046 192312746 192312746 10.1080/07359683.2026.2624294 192312746 ppf: 28 ppct: 13 formats: tig: atl: Personas: A market segmentation approach to describe physical activity behavior in autistic populations using the capability, opportunity, motivation, behavior (COM-B) framework. aug: au: Parsons, Katherine Payne, Simon Wallace, Joanne Holt, Nigel affil: Psychology Department, Aberystwyth University, Aberystwyth, United Kingdom sug: subj: Autism Spectrum Disorder Psychosocial Factors Social Marketing Physical Activity Health Behavior Evaluation Motivation Evaluation Patient Attitudes Evaluation Human Multimethod Studies Focus Groups Semi-Structured Interview Open-Ended Questionnaires Snowball Sample Thematic Analysis Conceptual Framework Cluster Analysis One-Way Analysis of Variance Statistical Significance Data Analysis Software Descriptive Statistics ab: Physical activity, defined as "any bodily movement produced by skeletal muscle that results in energy expenditure" has the potential to mitigate some of the high rates of noncommunicable diseases, which autistic individuals are more susceptible to than are their peers; however, physical inactivity remains a challenge in this population. Unique drivers and barriers have been identified in previous research, but these are rarely described in a practitioner-friendly way that might inform intervention design and delivery. Taking a novel segmentation approach, this research aims to draw on behavioral science frameworks to describe groups or "Personas" that can be considered in intervention implementation. Results identified three distinct segments in the sample. Analysis of variance (ANOVA) showed sufficient group differences between capability, opportunity, motivation, and behavior framework (COM-B) constructs to form clusters (p < 0.001 for all). Qualitative themes included reframing and disguising physical activity, lack of self-efficacy, social comparison, unsuitable physical activity environments, strong interests, and sensory challenges. Three Personas were described as the Interested and Engaged, the Unsure and Uncertain, and the Uneasy and Averse. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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