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Translating Health Psychology into Effective Health Communication
The American Healthstyles Audience Segmentation Project
Edward W. Maibach
Andrew Maxfield
Kelly Ladin
Michael Slater
This article presents a health lifestyle audience segmentation analysis based primarily on social cognitive theory. Two linked mail surveys were conducted among a representative group of US adults (N = 2967). Segmentation variables included data on five health behaviors (smoking, alcohol consumption, physical activity, nutrition and weight control), internal personal and social/ environmental variables associated with each of the health behaviors, as well as health value, sensation- seeking, life satisfaction and age. K-means classification analysis was employed; seven health lifestyles were identified. The majority of the health lifestyles are reliable, and as a whole, all demonstrate both discriminative, construct and predictive validity. The health-lifestyle audience segments are briefly profiled, and an argument is made that health- lifestyle segmentation, more than demographic or behavioral segmentation alone, can advance the goals of public health communication.
Key Words: audience segmentation • social cognitive theory • social marketing
Journal of Health Psychology, Vol. 1, No. 3,
261-277 (1996)
DOI: 10.1177/135910539600100302
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