Preparing for Antibiotic Resistance Campaigns: A Person-Centered Approach to Audience Segmentation.
Preparing for Antibiotic Resistance Campaigns: A Person-Centered Approach to Audience Segmentation.
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DOI：
10.1080/10810730.2015.1018652
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发表时间：
2015
影响因子：
4.4
通讯作者：
M'Ikanatha NM
中科院分区：
文献类型：
--
作者：
Smith RA;Quesnell M;Glick L;Hackman N;M'Ikanatha NM
抗生素耐药性正日益威胁着公共卫生，需要紧急关注。然而，创建活动来减缓耐药病原体的出现和传播是具有挑战性的，因为目标-抗生素管理-包括多种行为。这项研究为多方面的目标提供了一种新的受众细分方法，使用以人为中心的方法来识别基于共同管理意图的美国成年人的概况。潜在类别分析确定了三个群体：管家、仓储者和需求者。这些发现表明，活动的目标是鼓励管理人员贯彻他们的意图，鼓励仓储者处理他们剩余的抗生素，并说服需求者在没有抗生素处方的情况下接受提供者基于证据的判断。协变量分析显示，那些对抗生素可以治疗的东西持有更不准确信念的人，成为需求者和仓储者而不是管家的几率更高。健康意识较强的人也有更高的几率成为仓储工人，而不是管家。协变量分析为针对这三个群体的运动中应采取的策略提供了理论上的见解。
Antibiotic resistance is growing threat to public health threat that calls for urgent attention. However, creating campaigns to slow the emergence and spread of drug-resistant pathogens is challenging because the goal—antibiotic stewardship—encompasses multiple behaviors. This study provided a novel approach to audience segmentation for a multifaceted goal, by using a person-centered approach to identify profiles of US adults based on shared stewardship intentions. The latent class analysis identified three groups: Stewards, Stockers, and Demanders. The findings suggest campaigns with goals aimed at encouraging Stewards to follow through on their intentions, encouraging Stockers to dispose of their leftover antibiotics, and convincing Demanders to accept provider’s evidence-based judgment when a prescription for antibiotics is not indicated. Covariate analysis showed that people who held more inaccurate beliefs about what antibiotics can treat had higher odds of being Demanders and Stockers instead of Stewards. People with stronger health mavenism also had higher odds of being Stockers instead of Stewards. The covariate analysis provided theoretical insight into the strategies to pursue in campaigns targeting these three groups.