Faculty Publications

Title

Segmenting audiences and tailoring messages: Using the extended parallel process model and cluster analysis to improve health campaigns

Document Type

Article

Keywords

Audience segmentation, Extended parallel process model, Unintended pregnancy

Journal/Book/Conference Title

Social Marketing Quarterly

Volume

18

Issue

2

First Page

98

Last Page

111

Abstract

Half of all pregnancies in young adult women are unintended, but few interventions have been suc-cessful in encouraging contraceptive use. The group heterogeneity likely contributes to the lack of success. Segmenting based on theories that provide meaningful information may improve tailoring and targeting of behavioral interventions. Previous research has indicated that threat, efficacy, and fear were important factors in influencing intentions to use contraceptives; therefore, the extended parallel process model (EPPM) was used for this cluster analysis. A telephone survey of randomly selected 18-to 30-year-old women in Iowa was conducted (N = 401). The constructs of EPPM and age were used for conducting a K means cluster analysis with four clusters. The cluster analysis pointed to the importance of fear, perceived susceptibility, and age. All of the clusters had varying degrees of ambiva-lence about the severity of a pregnancy. Cluster 1 (27.8%) had high susceptibility, with little fear. Cluster 2 (23.8%) had high efficacy and higher fear. The third cluster (34.7%) was not fearful and had low susceptibility. The final cluster (13.8%) was younger than the other groups and had the lowest efficacy. Additional analyses were conducted to explore how the clusters varied on other variables. The clusters help campaign developers prioritize audiences and tailor messages. © The Author(s) 2012.

Original Publication Date

6-1-2012

DOI of published version

10.1177/1524500412450490

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