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- Title
USING MARKET RESEARCH TO UNDERSTAND HEALTH BEHAVIORS AMONG COLLEGE STUDENTS.
- Authors
BERG, CARLA J.; LING, PAMELA M.; GUO, HONGFEI; KLATT, COLLEEN M.; THOMAS, JANET L.; AHLUWALIA, JASJIT S.; AN, LAWRENCE C.
- Abstract
Problem: Tobacco industry market research defines segments of college students by psychographic characteristics to inform marketing campaigns. This study uses a similar approach to define college student market segments and examines rates of smoking, drinking, exercising, and dieting among these segments. Methods: An online health survey was completed by college undergraduates aged 18-24 (response rate 27%; n=801/3,000). Measures included demographic, psychographic (i.e., attitudes, interests), and health behavior variables. We performed a cluster analysis on ten psychographic questions and examined rates of health behaviors among clusters. Results: We identified four market segments (Play-It-Safes, Traditional Intellectuals, Stand Alones, Thrill-Seeking Socializers). Segment was related to current smoking (30-day point prevalence), regular smoking (>25 of past 30 days), drinking >5 of the past 30 days, and high-risk drinking (>5 drinks on one occasion). After controlling for age and gender, Thrill-seeking Socializers had higher rates of smoking (OR=1.57, 95% CI=1.06-2.31), regular smoking (OR=2.54, CI= 1.30-4.95), drinking (OR=2.44, CI=1.65-3.60), and high-risk drinking (OR=3.26, CI=2.14-4.97) than Play-It-Safes. Stand Alones had lower rates of smoking (OR=0.58, CI=0.36-0.95), drinking >5 of the past 30 days (OR=0.50, CI=0.32-0.78), and high-risk drinking (OR=0.44, CI=0.29-0.68) than Play-It-Safes. Conclusions: Cessation programs should tailor interventions to student segments with higher rates of smoking and drinking.
- Subjects
HEALTH of college students; TOBACCO industry; MARKETING research; ALCOHOL drinking in college; TOBACCO use among young adults; HEALTH surveys; EXERCISE; HEALTH services in universities &; colleges; HEALTH behavior
- Publication
College Student Journal, 2011, Vol 45, Issue 4, p726
- ISSN
0146-3934
- Publication type
Article