Explain Fruit/Vegetable Intake--Consumer Marketing Tool

解释水果/蔬菜的摄入量--消费者营销工具

• 批准号: 7003624
• 负责人: LINDSAY J DELLA
• 金额: $ 7.36万
• 依托单位: UNIVERSITY OF GEORGIA
• 依托单位国家: 美国
• 财政年份: 2005
• 资助国家: 美国
• 起止时间: 2005-08-01 至 2007-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7003624
• 关键词: advertising; attitude; behavioral /social science research tag; cancer prevention; clinical research; fruit; health behavior; human subject; interview; lifestyle; locus of control; motivation; neoplasm /cancer education; nutrition aspect of cancer; nutrition related tag; preference; psychological models; psychometrics; public health; public opinion; social perception; vegetables

DESCRIPTION (provided by applicant): This research addresses the recommendations made by NCI's 5-A-Day 10-year evaluation team: (1) rethink the 5-A-Day message to prevent wear-out and to enhance its attractiveness, (2) rethink channel usage strategies with a focus on new media and tailored communications, and (3) develop strategies to research underserved populations. In response to these recommendations, this research will assess how theory of planned behavior (TPB) constructs vary by VALS(tm) segment in a structural equation model. VALS(tm) is a marketing tool used extensively in private industry to segment communication audiences by lifestyle. VALS(tm) yields audience groups that behave differently and that hold different attitudes and social perceptions. We hypothesize that these differences will also discriminate between individuals' fruit/vegetable consumption patterns, as well as theory-based causes of consumption behavior (i.e., those outlined in the theory of planned behavior). Integrating the VALS(tm) audience segmentation typology with TPB constructs should facilitate the development of more precise and targeted interventions and communication campaigns that tout the cancer-fighting effects of eating the proper amount of fruit and vegetables. The specific aims of this research include: (1) To identify whether adults (males and female ages 18 to 74) classified in different VALS(tm) groups hold different attitudes, subjective norms, perceived behavioral control, and behavioral intentions for eating fruit and vegetables. (2) To determine whether the effects of theory of planned behavior constructs - attitudes, subjective norms, perceived behavioral control, and behavioral intention - have different amounts of influence on adherence to the 5-A-Day fruit and vegetable consumption guidelines across audience segments. That is, does VALS(tm) group moderate theory of planned behavior construct relationships in a structural equation model? A cross-sectional survey of N=1,600 responses will be collected via telephone and computer-aided interviewing methods. Specifically, n=200 responses will be collected via a random dialing process. ANOVA and structural equation models will be used to test specific hypotheses generated from the research aims outlined above. Relevance Statement: To address the recommendations made by NCI's 5-A-Day evaluation team, research surrounding how the theory of planned behavior constructs vary by lifestyle-based audiences segments can help illuminate relevant and fresh messaging options for fruit and vegetable promotion. The proposed research has the potential to guide NCI's response to all three of the recommendations made by the 5-A-Day evaluation team.

描述（由申请人提供）：本研究针对 NCI 的“每日 5 日”10 年评估小组提出的建议：(1) 重新思考“每日 5 日”的信息，以防止磨损并增强其吸引力，(2 ) 重新思考渠道使用策略，重点关注新媒体和定制传播，以及 (3) 制定研究服务不足人群的策略。 为了响应这些建议，本研究将评估计划行为理论 (TPB) 构造如何根据结构方程模型中的 VALS(tm) 部分而变化。 VALS(tm) 是一种广泛应用于私营行业的营销工具，可按生活方式对传播受众进行细分。 VALS(tm) 产生行为不同、持有不同态度和社会观念的受众群体。 我们假设这些差异也会区分个人的水果/蔬菜消费模式，以及基于理论的消费行为原因（即计划行为理论中概述的原因）。 将 VALS(tm) 受众细分类型与 TPB 结构相结合，应有助于制定更精确、更有针对性的干预措施和宣传活动，宣传食用适量水果和蔬菜的抗癌作用。 本研究的具体目的包括：(1) 确定不同 VALS(tm) 组的成年人（年龄 18 至 74 岁的男性和女性）对于吃水果和蔬菜是否持有不同的态度、主观规范、感知行为控制和行为意图。蔬菜。 (2) 确定计划行为理论的影响——态度、主观规范、感知行为控制和行为意图——是否对不同受众群体遵守每日五蔬果消费指南有不同程度的影响。 也就是说，VALS(tm) 群体调节计划行为理论是否在结构方程模型中构建关系？ 将通过电话和计算机辅助访谈方法收集 N=1,600 份答复的横断面调查。具体来说，将通过随机拨号过程收集 n=200 个响应。 方差分析和结构方程模型将用于检验根据上述研究目标产生的具体假设。 相关性声明：为了回应 NCI 每天 5 次评估小组提出的建议，围绕计划行为理论如何根据基于生活方式的受众群体而变化的研究可以帮助阐明水果和蔬菜促销的相关和新鲜的信息选择。 拟议的研究有可能指导 NCI 对“每日 5 次”评估小组提出的所有三项建议的回应。