Explain Fruit/Vegetable Intake--Consumer Marketing Tool

描述（由申请人提供）：本研究解决了NCI 5-A-Day 10年评估团队提出的建议：(1)重新思考5-A-Day信息，以防止磨损并增强其吸引力，(2)重新思考渠道使用策略，重点关注新媒体和量身定制的通信，以及(3)制定研究服务不足人群的策略。针对这些建议，本研究将在结构方程模型中评估计划行为理论（TPB）结构如何随VALS（tm）段的变化而变化。VALS（tm）是一种广泛用于私营行业的营销工具，以生活方式细分传播受众。VALS（tm）产生的受众群体行为不同，持有不同的态度和社会观念。我们假设，这些差异也会区别于个人的水果/蔬菜消费模式，以及基于理论的消费行为原因（即计划行为理论中概述的那些）。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效果。本研究的具体目的包括：(1)确定不同VALS（tm）组的成年人（18 ~ 74岁的男性和女性）对食用水果和蔬菜是否具有不同的态度、主观规范、感知行为控制和行为意图。(2)确定计划行为理论建构——态度、主观规范、感知行为控制和行为意图——对不同受众群体坚持每日5份水果和蔬菜消费指南的影响程度是否不同。也就是说，VALS（tm）群体调节理论是否在结构方程模型中构建关系？横断面调查将通过电话和计算机辅助访谈的方法收集N=1,600个回应。具体而言，将通过随机拨号过程收集n=200个响应。方差分析和结构方程模型将用于检验从上述研究目标中产生的特定假设。

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.