TY - JOUR
T1 - Development of a scale using nutrition attitudes for audience segmentation
AU - Trenkner, Leslie Lytle
AU - Rooney, Brenda
AU - Viswanath, K.
AU - Baxter, Judy
AU - Elmer, Patricia
AU - Finnegan, John R.
AU - Graves, Karen
AU - Hertog, James
AU - Mullis, Rebecca
AU - Pirie, Phyllis
AU - Potter, John
N1 - Funding Information:
This research was supported by a grant from the National Cancer Institute (NCI RO1 CA 46013).
PY - 1990/12
Y1 - 1990/12
N2 - This paper describes the development and psychometric evaluation of a scale using psychographics to segment an audience for a nutrition intervention. We used perceived benefits of and barriers to eating behavior change as the psychographic variables. We tested four versions of the scale in four separate and distinct samples using factor analysis as the method for defining the structure of each version of the scale. Cronbach alphas for the scales ranged from 0.64 to 0.87 for the benefit items and from 0.64 to 0.76 for the barrier items. The final version of the scale included 10 items measuring benefits and seven items measuring barriers, including several items that addressed perceived benefits of and barriers to eating a healthy diet to help prevent cancer. The final version of the scale, which was administered to 808 individuals, is presented. The scale has potential usefulness in several areas of interest to nutrition interventionists including market segmentation, designing and targeting intervention strategies, and applying theory to the measurement of eating behavior change.
AB - This paper describes the development and psychometric evaluation of a scale using psychographics to segment an audience for a nutrition intervention. We used perceived benefits of and barriers to eating behavior change as the psychographic variables. We tested four versions of the scale in four separate and distinct samples using factor analysis as the method for defining the structure of each version of the scale. Cronbach alphas for the scales ranged from 0.64 to 0.87 for the benefit items and from 0.64 to 0.76 for the barrier items. The final version of the scale included 10 items measuring benefits and seven items measuring barriers, including several items that addressed perceived benefits of and barriers to eating a healthy diet to help prevent cancer. The final version of the scale, which was administered to 808 individuals, is presented. The scale has potential usefulness in several areas of interest to nutrition interventionists including market segmentation, designing and targeting intervention strategies, and applying theory to the measurement of eating behavior change.
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U2 - 10.1093/her/5.4.479
DO - 10.1093/her/5.4.479
M3 - Article
AN - SCOPUS:0025601666
SN - 0268-1153
VL - 5
SP - 479
EP - 487
JO - Health Education Research
JF - Health Education Research
IS - 4
ER -
