Exploring audience segmentation: Investigating adopter categories to diffuse an innovation to prevent famine in Rural mozambique

Rachel A. Smith, Jill L. Findeis

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

Audience segmentation is a useful tool for designing effective campaigns. Further, the efficiency promised in diffusion science rests to some degree on the existence of adopter categories that can be identified and used to strategically disseminate prevention innovations. This study investigates the potential to identify adopter categories in potential recipients (n = 127) of an innovation to prevent food shortages in Mozambique. A 5-class model was found using latent class analysis, but it showed important differences from existing descriptions of adopter categories. Implications for theory and practice are discussed.

Original languageEnglish (US)
Pages (from-to)6-19
Number of pages14
JournalJournal of Health Communication
Volume18
Issue number1
DOIs
Publication statusPublished - Jan 1 2013

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All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication
  • Public Health, Environmental and Occupational Health
  • Library and Information Sciences

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