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Segmentation: Health Campaigns

  • By: Jeong-Nam Kim, Laishan Tam & Soojin Kim
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Segmentation is a conceptual and operational effort to identify a group of individuals who are necessary to communicate, or motivated themselves to communicate, about a health problem and solutions of interest. Conceptually, segmentation of health campaigns should be approached from theoretical explications and understanding of the nature of human communicative behaviors as to how and why these individuals are motivated or could be motivated to acquire health information and pass it on to others. The main logic of segmentation is the differential (communicative) behaviors about the health problem of interest among individuals of a target population. It is necessary to specify when and why people would engage in differential behaviors about health problems and issues. Campaign planners are advised to begin with formative research to ...

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