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Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey

Audience segmentation is necessary in health communications to ensure equitable resource distribution. Peer crowds, which are macro-level teen subcultures, are effective psychographic segments for health communications because each crowd has unique mindsets, values, norms, and health behavior profil...

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Autores principales: Stalgaitis, Carolyn A., Jordan, Jeffrey W., Djakaria, Mayo, Saggese, Daniel J., Bruce, Hannah Robbins
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9355138/
https://www.ncbi.nlm.nih.gov/pubmed/35937230
http://dx.doi.org/10.3389/fpubh.2022.871864
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author Stalgaitis, Carolyn A.
Jordan, Jeffrey W.
Djakaria, Mayo
Saggese, Daniel J.
Bruce, Hannah Robbins
author_facet Stalgaitis, Carolyn A.
Jordan, Jeffrey W.
Djakaria, Mayo
Saggese, Daniel J.
Bruce, Hannah Robbins
author_sort Stalgaitis, Carolyn A.
collection PubMed
description Audience segmentation is necessary in health communications to ensure equitable resource distribution. Peer crowds, which are macro-level teen subcultures, are effective psychographic segments for health communications because each crowd has unique mindsets, values, norms, and health behavior profiles. These mindsets affect behaviors, and can be used to develop targeted health communication campaigns to reach those in greatest need. Though peer crowd research is plentiful, no existing peer crowd measurement tool has been formally validated. As such, we developed and validated Virginia's Mindset Lens Survey (V-MLS), a mindset-based teen peer crowd segmentation survey to support health communication efforts. Using an online convenience sample of teens (N = 1,113), we assessed convergent and discriminant validity by comparing the V-MLS against an existing, widely-used peer crowd survey (I-Base Survey(®)) utilizing a multi-trait multi-method matrix. We also examined the V-MLS's predictive ability through a series of regressions using peer crowd scores to predict behaviors, experiences, and traits relevant to health communication campaign planning. The V-MLS demonstrated reliability and convergent and discriminant validity. Additionally, the V-MLS effectively distinguished teen peer crowds with unique health behaviors, experiences, and personal traits. When combined with appropriate information processing and campaign development frameworks, this new tool can complement existing instruments to inform message framing, tone, and style for campaigns that target at-risk teens to increase campaign equity and reach.
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spelling pubmed-93551382022-08-06 Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey Stalgaitis, Carolyn A. Jordan, Jeffrey W. Djakaria, Mayo Saggese, Daniel J. Bruce, Hannah Robbins Front Public Health Public Health Audience segmentation is necessary in health communications to ensure equitable resource distribution. Peer crowds, which are macro-level teen subcultures, are effective psychographic segments for health communications because each crowd has unique mindsets, values, norms, and health behavior profiles. These mindsets affect behaviors, and can be used to develop targeted health communication campaigns to reach those in greatest need. Though peer crowd research is plentiful, no existing peer crowd measurement tool has been formally validated. As such, we developed and validated Virginia's Mindset Lens Survey (V-MLS), a mindset-based teen peer crowd segmentation survey to support health communication efforts. Using an online convenience sample of teens (N = 1,113), we assessed convergent and discriminant validity by comparing the V-MLS against an existing, widely-used peer crowd survey (I-Base Survey(®)) utilizing a multi-trait multi-method matrix. We also examined the V-MLS's predictive ability through a series of regressions using peer crowd scores to predict behaviors, experiences, and traits relevant to health communication campaign planning. The V-MLS demonstrated reliability and convergent and discriminant validity. Additionally, the V-MLS effectively distinguished teen peer crowds with unique health behaviors, experiences, and personal traits. When combined with appropriate information processing and campaign development frameworks, this new tool can complement existing instruments to inform message framing, tone, and style for campaigns that target at-risk teens to increase campaign equity and reach. Frontiers Media S.A. 2022-07-22 /pmc/articles/PMC9355138/ /pubmed/35937230 http://dx.doi.org/10.3389/fpubh.2022.871864 Text en Copyright © 2022 Stalgaitis, Jordan, Djakaria, Saggese and Bruce. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Public Health
Stalgaitis, Carolyn A.
Jordan, Jeffrey W.
Djakaria, Mayo
Saggese, Daniel J.
Bruce, Hannah Robbins
Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey
title Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey
title_full Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey
title_fullStr Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey
title_full_unstemmed Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey
title_short Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey
title_sort psychographic segmentation to identify higher-risk teen peer crowds for health communications: validation of virginia's mindset lens survey
topic Public Health
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9355138/
https://www.ncbi.nlm.nih.gov/pubmed/35937230
http://dx.doi.org/10.3389/fpubh.2022.871864
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