Health Education & Behavior

 

Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

The Diabetes Educator

Click here to sign up for SAGE Journal Email Alerts today!

Sign In to gain access to subscriptions and/or personal tools.
This Article
Right arrow Full Text (PDF)
Right arrow All Versions of this Article:
1090198106294649v1
34/4/578    most recent
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in ISI Web of Science
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Google Scholar
Right arrow Articles by Flynn, B. S.
Right arrow Articles by Ashikaga, T.
Right arrow Search for Related Content
PubMed
Right arrow PubMed Citation
Right arrow Articles by Flynn, B. S.
Right arrow Articles by Ashikaga, T.
Social Bookmarking
Add to CiteULike   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati  
What's this?
This version was published on August 1, 2007
Health Education & Behavior, Vol. 34, No. 4, 578-593 (2007)
DOI: 10.1177/1090198106294649

Youth Audience Segmentation Strategies for Smoking-Prevention Mass Media Campaigns Based on Message Appeal

Brian S. Flynn, ScD

Office of Health Promotion Research, College of Medicine, University of Vermont, Burlington, Brian.Flynn{at}uvm.edu

John K. Worden, PhD

Office of Health Promotion Research, College of Medicine, University of Vermont, Burlington

Janice Yanushka Bunn, PhD

Medical Biostatistics, College of Medicine, University of Vermont, Burlington

Anne L. Dorwaldt, MA

Office of Health Promotion Research, College of Medicine, University of Vermont, Burlington

Scott W. Connolly, EdD

Office of Health Promotion Research, College of Medicine, University of Vermont, Burlington

Takamaru Ashikaga, PhD

Medical Biostatistics, College of Medicine, University of Vermont, Burlington

Mass media interventions are among the strategies recommended for youth cigarette smoking prevention, but little is known about optimal methods for reaching diverse youth audiences. Grades 4 through 12 samples of youth from four states (n = 1,230) rated smoking-prevention messages in classroom settings. Similar proportions of African American, Hispanic, and White youth participated. Impact of audience characteristics on message appeal ratings was assessed to provide guidance for audience segmentation strategies. Age had a strong effect on individual message appeal. The effect of gender also was significant. Message ratings were similar among the younger racial/ethnic groups, but differences were found for older African American youth. Lower academic achievement was associated with lower appeal scores for some messages. Age should be a primary consideration in developing and delivering smoking-prevention messages to youth audiences. The unique needs of boys and girls and older African American adolescents should also be considered.

Key Words: smoking • tobacco • adolescent behavior • mass media • segmentation • intervention studies


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati    What's this?