Self-Efficacy as a Target Population Segmentation Strategy in a Diet and Cancer Risk Reduction Campaign

James K. Hertog, John R. Finnegan, Brenda Rooney, K. Viswanath, John Potter

Research output: Contribution to journalArticlepeer-review

13 Scopus citations


This research examined two concerns. The first was theoretical: A study of the nature of self-efficacy and its relationship to predictors, including demographics as well as outcome variables relating to diet, was carried out. A second concern was the use of two dimensions of self-efficacy to produce a segmentation scheme that could be used to improve the efficiency of public health campaigns, in this case a community-based information campaign on dietary change. The data were collected via telephone interviews prior to the intervention. Hypotheses concerning relations of several variables to our two dimensions of self-efficacy found some support and some nonsupport, providing valuable evidence to detail the importance of self-efficacy in the health belief model and in public health interventions. The self-efficacy dimensions were used to design messages used in the community intervention. A short discussion of this application is provided.

Original languageEnglish
Pages (from-to)21-40
Number of pages20
JournalHealth Communication
Issue number1
StatePublished - Jan 1993

ASJC Scopus subject areas

  • Health(social science)
  • Communication


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