Explaining Fruit & Vegetable Intake with a Consumer Mar*

这项研究针对NCI的5a-Day 10年评估小组提出的建议：(1)重新思考5a-a-day的信息，以防止疲惫并增强其吸引力；(2)重新考虑频道使用策略，重点放在新媒体和量身定做的交流上；以及(3)制定策略，研究服务不足的人群。作为对这些建议的回应，这项研究将评估计划行为理论(TPB)的结构如何在结构方程模型中随VALS(Tm)段的变化而变化。VALS(Tm)是一种在私营行业中广泛使用的营销工具，用于按生活方式细分沟通受众。VALS(Tm)产生的受众群体行为不同，持有不同的态度和社会看法。我们假设，这些差异还将区分个人的水果/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原因)。将VALS(Tm)受众细分类型学与TPB结构相结合，应该有助于开发更精确和有针对性的干预和沟通活动，宣传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(男性和女性，年龄在18到74岁之间)对水果和蔬菜的态度、主观规范、感知的行为控制和行为意图是否不同。(2)确定计划行为结构理论的效果-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天水果和蔬菜消费指南有不同程度的影响。也就是说，VALS(Tm)团队的计划行为温和理论是否构建了结构方程模型中的关系？将通过电话和计算机辅助访谈的方法收集N=1,600份答复的横断面调查。具体地说，将通过随机拨号过程收集n=200个响应。方差和结构方程模型将被用来检验根据上述研究目标产生的特定假设。相关声明：为了回应NCI的每日5人评估团队提出的建议，围绕基于生活方式的受众群体的计划行为结构理论如何变化的研究，可以帮助阐明水果和蔬菜推广的相关和新鲜的信息选项。这项拟议的研究有可能指导NCI对5天评估小组提出的所有三项建议做出反应。

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.