Promoting fruit and vegetable consumption in different lifestyle groups: recommendations for program development based on behavioral research and consumer media data.
Promoting fruit and vegetable consumption in different lifestyle groups: recommendations for program development based on behavioral research and consumer media data.
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DOI：
10.1080/07359680802126087
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发表时间：
2008-01-01
影响因子：
--
通讯作者：
Lance, Charles E
中科院分区：
文献类型：
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作者：
Della, Lindsay J;DeJoy, David M;Lance, Charles E
水果和蔬菜的摄入会影响心血管疾病以及许多不同类型的癌症的病因。尽管如此，美国人对水果和蔬菜的消费量仍然很低。本文建立在初步研究的基础上，该研究评估了使用基于消费者心理的受众细分与计划行为理论相结合来解释个人水果和蔬菜消费差异的有效性。在本文中，我们将初步分析的结果与每个受众群体的媒体和购买数据相结合。然后，我们提出独特的、量身定制的计划建议，以重塑社会营销计划，重点关注增加每个细分市场的水果和蔬菜消费。最后，我们讨论了利用基于消费者心理的受众细分与更传统的准备改变的社会营销细分的影响。强调并讨论了这两种细分策略之间的差异，例如访问媒体使用和购买数据的能力。
Fruit and vegetable consumption affects the etiology of cardiovascular disease as well as many different types of cancers. Still, Americans' consumption of fruit and vegetables is low. This article builds on initial research that assessed the validity of using a consumer-based psychographic audience segmentation in tandem with the theory of planned behavior to explain differences among individuals' consumption of fruit and vegetables. In this article, we integrate the findings from our initial analyses with media and purchase data from each audience segment. We then propose distinct, tailored program suggestions for reinventing social marketing programs focused on increasing fruit and vegetable consumption in each segment. Finally, we discuss the implications of utilizing a consumer-based psychographic audience segmentation versus a more traditional readiness-to-change social marketing segmentation. Differences between these two segmentation strategies, such as the ability to access media usage and purchase data, are highlighted and discussed.