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Firearm injury is a major yet understudied public health issue in the U.S. This qualitative study explored firearm retailers' perspectives to inform messaging and communication approaches to promote firearm safety among the gun owning population. Semi-structured interviews were conducted with 17 retailers at a single gun shop in Texas. Thematic analysis identified key themes related to (1) audience segmentation, (2) appropriate use of language, and (3) trusted messengers and modalities for the communication of firearm safety information. This formative work provides practical insights to optimize public health messaging in this arena and ultimately reduce firearm injuries. Overall, this study provides valuable insights to guide the development and implementation of evidence-based, social marketing efforts aiming to promote firearm safety across various gun-owning audiences.

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Urbanization poses numerous challenges to freshwater biodiversity. This paper describes two studies with the joint aim of demonstrating the benefits of applying a systematic behaviour change framework and providing the foundational knowledge to inform future behavior change work to protect and restore urban freshwater biodiversity. In Study 1 we used a mixed-methods research design, involving 14 key informant interviews followed by an online survey targeting 17 freshwater biodiversity experts and another targeting a representative sample of 550 urban residents, to identify and prioritize the most promising resident behaviors to target to reduce stormwater pollution and improve natural waterway habitats in urban areas. Study 2 focused on the top-ranked short-term behavior identified in Study 1, citizen reporting of pollution in stormwater drains and waterways. We surveyed a representative sample of 1901 urban residents across Aoteraoa New Zealand to identify four main determinants influencing this behavior: awareness and uncertainty about reporting, lack of opportunity to report, social motivation and personal motivation to report, and five potential target audiences: 'Supportive', 'Unaware but receptive', 'Motivated but lack support', 'Reluctant', and 'Not my problem'. We make recommendations for the most appropriate intervention designs to target each of these audience segments to promote the reporting of stormwater pollution in urban areas. This knowledge will allow for a more coordinated and effective approach for addressing the 'human element' that lies at the heart of many urban freshwater management problems.

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This audience segmentation of visitors at coastal parks in Hawaii and North Carolina addresses an emergent natural resource management concern and risk to aquatic ecosystems: sunscreen chemical pollution. Four audiences were identified that correspond to different behavioral profiles: sunscreen protection tourists, multimodal sun protection tourists, in-state frequent park visitors, and frequent beachgoers who skip sunscreen. The second-largest audience, sunscreen protection tourists, represents 29% of visitors at Cape Lookout National Seashore and 25% at Kaloko-Honokohau National Historical Park. This group ranks of most concern for chemical pollution because they use sunscreen, but not typically mineral formulations or other methods such as protective clothing, and they have lower levels of sunscreen chemical issue awareness. The identification of similar audience segments across regions with differing cultural characteristics and sunscreen regulation status suggests the robustness of the model and its indicator variables, with implications for both environmental protection and public health. Further, coastal visitors' interest in enacting pro-environmental sun protection behaviors during their next park or beach visit indicates the potential for natural resource managers to holistically address risks in both domains through targeted interventions with audiences of most concern.

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BACKGROUND: In the USA, 19% of new HIV infections occur among cisgender women (cis women); however, only 10% of eligible cis women have been prescribed pre-exposure prophylaxis (PrEP) for the prevention of HIV infection (an evidence-based intervention). A fundamental challenge for expanding HIV prevention to cis women is ensuring implementation strategies are tailored to the various healthcare settings in which cis women seek care and the heterogeneous providers nested within these settings. This project's specific aims are to (1) explore clinician-level characteristics and organizational climate factors that are related to variability in adoption of PrEP service delivery as an evidence-based intervention for cis women; (2) identify latent audience segments of women's health providers as the related to PrEP acceptability, adoption, and maintenance and analyze demographic correlates of these segments; and (3) identify audience segment-specific implementation strategies to facilitate the adoption of PrEP as an evidence-based intervention among at-risk cis women. METHODS: Using the i-PARIHS framework, this mixed-methods study examines three domains for guiding audience segmentation to facilitate PrEP implementation for cis women: innovation (degree of fit with existing practices, usability), recipient beliefs and knowledge and context factors (organizational culture, readiness for change), needs to determine appropriate facilitation methods. To achieve aim 1, qualitative interviews will be conducted with PrEP-eligible cis women, women's health providers, and other key stakeholders. Aim 2 will consist of a quantitative survey among 340 women's health providers. Latent class analysis will be used to facilitate audience segmentation. To achieve aim 3, a panel of 5-8 providers for each audience segment will meet and engage in iterative discussions guided by Fernandez's implementation mapping to identify (1) implementation outcomes and performance objectives, determinants, and change objectives and (2) determine and refine of implementation strategies for each audience segment. DISCUSSION: This exploratory mixed methods study will provide an empirical foundation to inform the development implementations strategies aimed at increasing PrEP delivery to cis women among heterogenous groups of providers.

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Background: Audience segmentation is an analysis technique that can identify meaningful subgroups within a population to inform the tailoring of dissemination strategies. We have conducted an empirical clustering audience segmentation study of licensed psychologists using survey data about the sources of knowledge they report most often consulting to guide their clinical decision-making. We identify meaningful subgroups within the population and inform the tailoring of dissemination strategies for evidence-based practice (EBP) materials. Method: Data come from a 2018-2019 web-based survey of licensed psychologists who were members of the American Psychological Association (APA; N = 518, response rate = 29.8%). Ten dichotomous variables assessed sources that psychologists regularly consult to inform clinical decision-making (e.g., colleagues, academic literature, and practice guidelines). We used latent class analysis to identify segments of psychologists who turn to similar sources and named each segment based on the segment's most salient characteristics. Results: Four audience segments were identified: the No-guidelines (45% of psychologists), Research-driven (16%), Thirsty-for-knowledge (9%), and No-reviews (30%). The four segments differed not only in their preferred sources of knowledge, but also in the types of evidence-based posttraumatic stress disorder (PTSD) treatments they provide, their awareness and usage intention of the APA PTSD clinical practice guideline, and attitudes toward clinical practice guidelines. Conclusion: The results demonstrate that licensed psychologists are heterogeneous in terms of their knowledge-seeking behaviors and preferences for knowledge sources. The distinctive characteristics of these segments could guide the tailoring of dissemination materials and strategies to subsequently enhance the implementation of EBP among psychologists.

Audience segmentation is a dissemination strategy that categorizes a group of intended users or audience into meaningful subgroups based on their beliefs, behaviors, and/or other characteristics. Like many other scientific or medical fields, clinical psychology also struggles to use clinically tested psychological treatments (or EBPs) in everyday practice due to practical challenges. To help address such barriers, professional organizations like the American Psychological Association (APA) publish clinical practice guidelines that practitioners can use to learn more about EBPs. However, even these clinical practice guidelines are not often used, so this study employed the audience segmentation analysis to better understand psychologists' diverse attitudes, behaviors, and preferences regarding clinical practice guidelines and other clinical information sources. Our study found four distinct subgroups within approximately 600 APA-registered psychologists based on their preferred source of knowledge: the no-guidelines (45% of psychologists), research-driven (16%), thirsty-for-knowledge (9%), and no-reviews (30%). Each subgroup also varied in the types of evidence-based treatments they provide, as well as their awareness, willingness to use, and attitudes toward clinical practice guidelines. This result shows that licensed psychologists are not a uniform group and that dissemination strategies should be adjusted to each subgroup's characteristics to maximize the effort to increase the use of EBPs among psychologists.

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There are over 5 million pet cats in Australia managed on a spectrum from fully indoors to completely outdoor free roaming. Roaming cats threaten biodiversity, can create a nuisance and are at risk of accidents and injury. Hence, there is substantial interest in behaviour change interventions to increase cat containment. An online questionnaire collected information on cat owner demographics, the number of cats owned, current containment behaviours and an agreement with 15 capability, opportunity and motivation (COM) items. Responses were received from 4482 cat owners. More than half (65%) indicated that they currently keep their cat(s) fully contained. Another 24% practiced a night curfew. Owners' psychological capability had the greatest influence on containment behaviour. Motivation (community- and cat welfare-framed), living in an apartment and renting were also associated with a greater likelihood of containment. Cat owners not currently containing their cats could be divided into six profiles who differed on agreement with COM themes, age, future intentions, current behaviour, location and gender. Understanding differences between cat owner segments can assist with designing behaviour change interventions. Increasing cat owners' psychological capability to contain their cats and encouraging the adoption of a night curfew as a first step towards 24 h containment are recommended.

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COVID-19 has caused tremendous consequences in the U.S., and combating the pandemic requires a significant number of Americans to receive COVID-19 vaccines. Guided by prominent health communication theories, this project took a formative evaluation approach and employed a national sample (N = 1041) in the U.S. to explore the potential differences between vaccine-inclined vs. -hesitant individuals and to generate profiles of hesitant individuals as the foundation for audience segmentation and message targeting. Five distinct profiles emerged in the sample. Characteristics of each profile were described, and appropriate messaging strategies were identified to target each group. Theoretical and practical implications were discussed.

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In a public health crisis, communication plays a vital role in making sure policies and recommendations from the government level get disseminated accurately to its people and is only considered as effective when the public accepts, supports, complies to, and engages in policies or behaves as per governments' recommendations. Adopting the multivariate audience segmentation strategy for health communication, this study uses a data-driven analytical method to (1) identify audience segments of public health crisis communication in Singapore based on knowledge, risk perception, emotional responses, and preventive behaviors; and (2) characterize each audience segment according to demographic factors, personality traits, information processing styles, and health information preferences. Results (N = 2033) from a web-based questionnaire executed in August 2021 have identified three audience segments: the less-concerned (n = 650), the risk-anxious (n = 142), and the risk-majority (n = 1,241). This study offers insights to how audiences of public health crisis communication perceive, process, and respond to information directed to them during the pandemic, thereby informing policy makers to tailor more targeted public health communication interventions in promoting positive attitude and behavior change.

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While previous studies provide broad categories of the public who intend to get a COVID-19 vaccine, few systematically segment and help understand and engage with distinct publics to improve COVID-19 vaccine uptake. Using data from a national sample of the Australian public (N = 1054) and using measures primarily based on the Theory of Planned Behaviour, a latent class analysis of 16 items was undertaken to identify COVID-19 audience segments for potential future message targeting. We found five different segments of COVID-19 vaccine intentions: vaccine enthusiasts (28%), supporters (26%), socials (20%), hesitant (15%) and sceptics (10%). These five audience segments also differ on demographic variables and their level of trust in mainstream media, scientists and health experts, social media and family and friends. Understanding the COVID-19 vaccine attitudinal and information-seeking characteristics of these sub-publics will help inform appropriate messaging campaigns.

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Using a global warming audience segmentation tool (Six Americas Super Short Survey (SASSY)) as a case study, we consider how public health can use consumer panels and online crowdsourcing markets (OCMs) in research. Through a secondary analysis, we aim to understand how consumer panels and OCMs are similar to or different from each other on demographics and global warming beliefs through SASSY, and how they compare to US Census estimates. With this information, researchers will understand public opinion of global warming in their sample, which is useful for many climate change initiatives. Neither the consumer panel (Ipsos) or OCM sample (MTurk) matched US estimates of population demographics. Both panels achieved similar SASSY segments, showing that even with diverse sampling frames, SASSY is a useful tool for understanding global warming sentiment. Compared to Ipsos, MTurk was younger (more Millennials and Generation X), had higher educational attainment, and lower income. Both panels were majority White, but Ipsos was more diverse than the unweighted MTurk. Ipsos had more respondents from the South whereas MTurk had more respondents from the West. Across the MTurk SASSY segment, there were no significant differences for the majority of demographic characteristics except for age; younger generations were more Alarmed or Concerned, and older generations were more Doubtful and Dismissive. Researchers interested in understanding their sample's opinions of global warming should use SASSY and consider oversampling in key demographic variables if they intend to achieve a nationally representative and diverse sample.

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Integrated pest management and outdoor water conservation comprise key practices encouraged by nonformal educators who work with the public to address significant issues related to water quality and availability. Disconnects among diverse audiences and educational programs pose challenges in achieving the goals of these types of programs. To discern a potential nonformal educational programming strategy, we conducted audience segmentation research incorporating residential environmental landscape best management practices and compared resulting subgroups' characteristics. We explored this paradigm through the context of Extension education and used a nationally-distributed electronic survey instrument to measure well-being and landscape management perceptions and practices in the United States. We collected 2601 complete survey responses and employed cluster analysis to divide the respondents into homogenous subgroups, followed by analysis of variance and chi-square analyses to identify differences among the subgroups. The group that indicated the highest level of engagement with water conservation and IPM practices also had significantly higher well-being, demonstrating the potential to align IPM education with more commonly promoted conservation practices. Membership in the highest IPM and water conservation group was related to several socio-demographic characteristics, including age, homeownership, and homeowners' association membership. This group was also most likely to engage with educational programs. Understanding these indicators of engagement in landscape best management practices and nonformal education, along with higher well-being, may be useful in determining target audiences and potential engagement with nonformal education programs.

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Climate change adaptation choices defined by local communities reflect individual risk perception and contextual factors. This study examines how local contextual environmental factors contribute to individual choices for adapting to water scarcity in three locations in central Spain. The study evaluates citizens' choices by audience segmentation and explore the role of geographical location in segments' engagement with adaptation and adaptation measure preference. The results of the analysis of the effect of local experience support the findings of other studies that suggest that local experience is linked to risk perception but does not necessarily drive adaptive behaviour. The results suggest that respondents from most degraded areas show a higher local risk perception, but do not show homogeneous commitment to adaptation. The results also indicate differences over adaptation measure preferences across locations. Respondents of less degraded areas have a lower risk perception and show individualistic responses as compared to respondents in water stressed communities. These results highlight the relevance of local experience-driven risk perception in support to adaptation actions. Spain exemplifies many countries in southern Europe and North Africa, where drought is already a challenge to society and it is affecting an increasing number of people.

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BACKGROUND: The proportion of older adults among the population is constantly growing. At the same time, the risk of health problems increases with age. From a health promotion perspective, it is therefore important to reach this target group. The selection of media and communication channels should be based on media use and health information behavior of the target group. In this context, it may be necessary to segment the heterogeneous group of older adults into subgroups. OBJECTIVES: The article provides current empirical data on the health information behavior of older adults in general and in particular subgroups. On this basis, adequate communication channels can be selected to address these groups. METHODS: First, 20 people participated in guided qualitative interviews. Second, a subsequent standardized telephone survey of 1001 randomly selected people aged 65 years and above was conducted. RESULTS: Older adults can best be reached via interpersonal and traditional mass media sources. Health-related media such as pharmacy magazines also play an important role, especially for people with chronic diseases. Furthermore, health professionals are also an important source of information for older adults with chronic diseases and a negative attitude towards aging. On the internet, men and people with a higher income are more likely to be reached. CONCLUSIONS: Older adults in Germany are a heterogeneous target group. To reach them effectively, differences in the health information behavior of subtarget groups must be considered. Furthermore, the content and design of communication measures should also be evidence based.

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Understanding public perceptions about environmental health hazards, exposures, and health impacts can help environmental public health practitioners to target and prioritize community activities, policy needs, and communication strategies. The online cross-sectional 2013 summer wave of the ConsumerStyles survey sampled U.S. adults and used questions from the Centers for Disease Control's Environmental Public Health Tracking Program to measure public awareness of governmental efforts to track environmental exposures and links to health impacts, as well as perceptions of environmental health issues. Unadjusted and adjusted logistic regressions examined the associations between demographic characteristics and level of awareness of government environmental public health efforts or level of concern about health risks associated with environmental pollutants. Responses were received from 4033 participants, yielding a response rate of 66.0%. More than half of respondents (57.8%) noted concerns about health risks from environmental pollutants. More than one-third (40.0%) of respondents reported awareness of government efforts. Nearly 40% of respondents felt that none of the health impacts listed in the survey were related to environmental issues. Multiple logistic regression models showed that non-Hispanic blacks, other races, females, people with a college or higher education, and people living in the Midwest or South regions were more likely than their counterparts to be concerned about how the environment affects their health. Future work should focus on improving risk communication, filling the information gap on environmental health issues, and understanding how perceptions change over time.

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BACKGROUND: Elected officials (e.g., legislators) are an important but understudied population in dissemination research. Audience segmentation is essential in developing dissemination strategies that are tailored for legislators with different characteristics, but sophisticated audience segmentation analyses have not been conducted with this population. An empirical clustering audience segmentation study was conducted to (1) identify behavioral health (i.e., mental health and substance abuse) audience segments among US state legislators, (2) identify legislator characteristics that are predictive of segment membership, and (3) determine whether segment membership is predictive of support for state behavioral health parity laws. METHODS: Latent class analysis (LCA) was used. Data were from a multi-modal (post-mail, e-mail, telephone) survey of state legislators fielded in 2017 (N = 475). Nine variables were included in the LCA (e.g., perceptions of behavioral health treatment effectiveness, mental illness stigma). Binary logistic regression tested associations between legislator characteristics (e.g., political party, gender, ideology) and segment membership. Multi-level logistic regression assessed the predictive validity of segment membership on support for parity laws. A name was developed for each segment that captured its most salient features. RESULTS: Three audience segments were identified. Budget-oriented skeptics with stigma (47% of legislators) had the least faith in behavioral health treatment effectiveness, had the most mental illness stigma, and were most influenced by budget impact. This segment was predominantly male, Republican, and ideologically conservative. Action-oriented supporters (24%) were most likely to have introduced a behavioral health bill, most likely to identify behavioral health issues as policy priorities, and most influenced by research evidence. This was the most politically and ideologically diverse segment. Passive supporters (29%) had the greatest faith in treatment effectiveness and the least stigma, but were also least likely to have introduced a behavioral health bill. Segment membership was a stronger predictor of support for parity laws than almost all other legislator characteristics. CONCLUSIONS: State legislators are a heterogeneous audience when it comes to behavioral health. There is a need to develop and test behavioral health evidence dissemination strategies that are tailored for legislators in different audience segments. Empirical clustering approaches to audience segmentation are a potentially valuable tool for dissemination science.

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Background: This study used an audience segmentation and message targeting approach to identify three distinct smoker groups-Older Freedom Smokers (OFS), Reluctant Smokers (RS), and Young Enthusiasts (YE)-and examined whether an electronic nicotine delivery systems (ENDS) message targeting each smoker group (targeted message) was associated with more health-enhancing outcomes than messages targeting other groups (nontargeted messages). Methods: An online experiment was conducted among 580 adult smokers with 180 OFS, 200 RS, and 200 YE. Each smoker group viewed a targeted message and two nontargeted messages in a random order. Following the presentation of each message, participants reported their perceived message effectiveness, message reactions, ENDS- and cigarette-related beliefs, and behavioral intentions. Results: The targeted vs. nontargeted messages mostly did not produce more health-enhancing outcomes on perceptions of absolute and comparative risks of ENDS and cigarettes, response efficacy of ENDS, and self-efficacy as well as intentions to quit smoking. Conclusions: Our targeted messages did not appear to be a better choice over nontargeted messages to communicate about ENDS to smokers. Given the increasing call to accurately inform the public of the risk differences among various tobacco products, future studies should continue to explore whether targeted messages could be employed to communicate about the comparative risks of ENDS.

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The aim of this study was to provide up-to-date information about physical activity (PA) levels in New Zealand older adults to inform the development and targeting of relevant health promotion initiatives. Nationally-representative survey (N = 1,468) data were analyzed to assess in people aged ≥ 60 years the prevalence of physical inactivity and meeting PA guidelines, differences between 2012 and 2014, and sociodemographic correlates. One-fifth (20.7%) of respondents were inactive; 46.2% met PA guidelines. Multivariate analyses revealed lower PA in 2014 versus 2012, and identified self-rated health and education as correlates of both PA measures. Age and socioeconomic deprivation were associated with physical inactivity only, while sex and employment were correlates of meeting PA guidelines. Low PA among older adults signals a need to promote PA engagement in that age group. This analysis aids effective intervention design by identifying specific segments of the older adult population that tailored health promotion initiatives should target.

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Background: In 2008, the Southern California Earthquake Center in collaboration with the U.S. Geological Survey Earthquake Hazards Program launched the first annual Great ShakeOut, the largest earthquake preparedness drill in the history of the United States. Materials and Methods: We collected online survey data from 2052 campaign registrants to assess how people participated, whether audience segments shared behavioral patterns, and whether these segments were associated with five social cognitive factors targeted by the ShakeOut campaign. Results: Participants clustered into four behavioral patterns. The Minimal cluster had low participation in all activities (range: 0-39% participation). The Basic Drill cluster only participated in the drop, cover and hold drill (100% participation). The Community-Oriented cluster, involved in the drill (100%) and other interpersonal activities including attending disaster planning meetings (74%), was positively associated with interpersonal communication (ß = 0.169), self-efficacy (ß = 0.118), outcome efficacy (ß = 0.110), and knowledge about disaster preparedness (ß = 0.151). The Interactive and Games cluster, which participated in the drill (79%) and two online earthquake preparedness games (53% and 75%), was positively associated with all five social cognitive factors studied. Conclusions: Our results support audience segmentation approaches to engaging the public, which address the strengths and weaknesses of different segments. Offering games may help "gamers" gain competencies required to prepare for disasters. Targeting the highly active Community-Oriented cluster for leadership roles could help build community resilience by encouraging others to become more involved in disaster planning. We propose that the days of single, national education campaigns without local variation should end.

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Considering confectionary consumption behaviour this cross-sectional study used social cognition variables to identify distinct segments in terms of their motivation and efforts to decrease their consumption of such foods with the aim of informing targeted social marketing campaigns. Using Latent Class analysis on a sample of 500 adults four segments were identified: unmotivated, triers, successful actors, and thrivers. The unmotivated and triers segments reported low levels of perceived need and perceived behavioural control (PBC) in addition to high levels of habit and hedonic hunger with regards their consumption of confectionery foods. Being a younger adult was associated with higher odds of being in the unmotivated and triers segments and being female was associated with higher odds of being in the triers and successful actors segments. The findings indicate that in the absence of strong commitment to eating low amounts of confectionery foods (i.e. perceived need) people will continue to overconsume free sugars regardless of motivation to change. It is therefore necessary to identify relevant messages or 'triggers' related to sugar consumption that resonate with young adults in particular. For those motivated to change, counteracting unhealthy eating habits and the effects of hedonic hunger may necessitate changes to food environments in order to make the healthy choice more appealing and accessible.

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The purpose of this study is to propose a health belief model-based approach to segmenting health audiences in order to improve targeting of cancer prevention efforts. This study also examines how the identified health segments differ in cancer prevention behaviors. Using data from the 2013 Health Information National Trends Survey, a cluster analysis resulted in three distinct health audience groups: (a) health aware, (b) health at risk, and (c) health in confidence. MANOVA tests indicate that these segments differ significantly regarding healthy diet and exercise. The findings inform cancer prevention campaigns targeting priority audiences.

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