Explain Fruit/Vegetable Intake--Consumer Marketing Tool

描述（由申请人提供）： 这项研究解决了NCI的5-A-Day 10年评估小组提出的建议：（1）重新思考5-A-Day信息，以防止磨损并提高其吸引力，（2）重新思考渠道使用策略，重点是新媒体和定制通信，以及（3）制定研究服务不足人群的策略。 为了回应这些建议，本研究将评估如何计划行为理论（TPB）的结构不同的VALS（TM）段的结构方程模型。 VALS（tm）是一种在私营企业中广泛使用的营销工具，用于按生活方式划分通信受众。 VALS（tm）产生了行为不同、持有不同态度和社会观念的受众群体。 我们假设这些差异也会区分个体的水果/蔬菜消费模式，以及基于理论的消费行为原因（即，计划行为理论（Theory of Planning Behavior）。 将VALS（TM）受众细分类型学与TPB结构相结合，应该有助于制定更精确、更有针对性的干预措施和宣传活动，宣传食用适量水果和蔬菜的抗癌作用。 本研究的具体目的包括：（1）确定不同VALS（tm）组的成年人（18至74岁的男性和女性）是否持有不同的态度，主观规范，感知行为控制，以及食用水果和蔬菜的行为意图。 (2)确定计划行为结构理论的影响-态度，主观规范，感知行为控制和行为意图-是否对不同受众群体遵守5-A-Day水果和蔬菜消费指南有不同程度的影响。 也就是说，VALS（tm）组温和的计划行为理论在结构方程模型中构建关系吗？ 将通过电话和计算机辅助访谈方法收集N= 1，600份答复的横断面调查。具体而言，将通过随机拨号过程收集n=200个回复。 方差分析和结构方程模型将用于测试从上述研究目标产生的特定假设。 相关性声明：为了解决NCI的5-A-Day评估团队提出的建议，围绕计划行为结构理论如何因生活方式而异的研究可以帮助阐明水果和蔬菜促销的相关和新鲜的消息传递选项。 拟议的研究有可能指导NCI对每日5次评估小组提出的所有三项建议的回应。

DESCRIPTION (provided by applicant): This research addresses the recommendations made by NCI's 5-A-Day 10-year evaluation team: (1) rethink the 5-A-Day message to prevent wear-out and to enhance its attractiveness, (2) rethink channel usage strategies with a focus on new media and tailored communications, and (3) develop strategies to research underserved populations. In response to these recommendations, this research will assess how theory of planned behavior (TPB) constructs vary by VALS(tm) segment in a structural equation model. VALS(tm) is a marketing tool used extensively in private industry to segment communication audiences by lifestyle. VALS(tm) yields audience groups that behave differently and that hold different attitudes and social perceptions. We hypothesize that these differences will also discriminate between individuals' fruit/vegetable consumption patterns, as well as theory-based causes of consumption behavior (i.e., those outlined in the theory of planned behavior). Integrating the VALS(tm) audience segmentation typology with TPB constructs should facilitate the development of more precise and targeted interventions and communication campaigns that tout the cancer-fighting effects of eating the proper amount of fruit and vegetables. The specific aims of this research include: (1) To identify whether adults (males and female ages 18 to 74) classified in different VALS(tm) groups hold different attitudes, subjective norms, perceived behavioral control, and behavioral intentions for eating fruit and vegetables. (2) To determine whether the effects of theory of planned behavior constructs - attitudes, subjective norms, perceived behavioral control, and behavioral intention - have different amounts of influence on adherence to the 5-A-Day fruit and vegetable consumption guidelines across audience segments. That is, does VALS(tm) group moderate theory of planned behavior construct relationships in a structural equation model? A cross-sectional survey of N=1,600 responses will be collected via telephone and computer-aided interviewing methods. Specifically, n=200 responses will be collected via a random dialing process. ANOVA and structural equation models will be used to test specific hypotheses generated from the research aims outlined above. Relevance Statement: To address the recommendations made by NCI's 5-A-Day evaluation team, research surrounding how the theory of planned behavior constructs vary by lifestyle-based audiences segments can help illuminate relevant and fresh messaging options for fruit and vegetable promotion. The proposed research has the potential to guide NCI's response to all three of the recommendations made by the 5-A-Day evaluation team.