Segmenting by Risk Perceptions: Predicting Young Adults' Genetic-Belief Profiles with Health and Opinion-Leader Covariates

Rachel Annette Smith, Marisa Greenberg, Roxanne L. Parrott

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

With a growing interest in using genetic information to motivate young adults' health behaviors, audience segmentation is needed for effective campaign design. Using latent class analysis, this study identifies segments based on young adults' (N = 327) beliefs about genetic threats to their health and personal efficacy over genetic influences on their health. A four-class model was identified. The model indicators fit the risk perception attitude framework (Rimal & Real, 2003), but the covariates (e.g., current health behaviors) did not. In addition, opinion leader qualities covaried with one profile: Those in this profile engaged in fewer preventative behaviors and more dangerous treatment options, and also liked to persuade others, making them a particularly salient group for campaign efforts. The implications for adult-onset disorders, like alpha-1 antitrypsin deficiency, are discussed.

Original languageEnglish (US)
Pages (from-to)483-493
Number of pages11
JournalHealth Communication
Volume29
Issue number5
DOIs
StatePublished - May 1 2014

Fingerprint

Risk perception
opinion leader
Health Behavior
young adult
Young Adult
Health
alpha 1-Antitrypsin Deficiency
Dangerous Behavior
health behavior
campaign
health
threat
Therapeutics
Group
Autosomal Recessive alpha-1-Antitrypsin Deficiency

All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication

Cite this

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Segmenting by Risk Perceptions : Predicting Young Adults' Genetic-Belief Profiles with Health and Opinion-Leader Covariates. / Smith, Rachel Annette; Greenberg, Marisa; Parrott, Roxanne L.

In: Health Communication, Vol. 29, No. 5, 01.05.2014, p. 483-493.

Research output: Contribution to journalArticle

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