1
|
Stalgaitis CA, Jordan JW, Djakaria M, Saggese DJ, Bruce HR. Psychographic segmentation to identify higher-risk teen peer crowds for health communications: Validation of Virginia's Mindset Lens Survey. Front Public Health 2022; 10:871864. [PMID: 35937230 PMCID: PMC9355138 DOI: 10.3389/fpubh.2022.871864] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [MESH Headings] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/08/2022] [Accepted: 06/27/2022] [Indexed: 12/02/2022] Open
Abstract
Audience segmentation is necessary in health communications to ensure equitable resource distribution. Peer crowds, which are macro-level teen subcultures, are effective psychographic segments for health communications because each crowd has unique mindsets, values, norms, and health behavior profiles. These mindsets affect behaviors, and can be used to develop targeted health communication campaigns to reach those in greatest need. Though peer crowd research is plentiful, no existing peer crowd measurement tool has been formally validated. As such, we developed and validated Virginia's Mindset Lens Survey (V-MLS), a mindset-based teen peer crowd segmentation survey to support health communication efforts. Using an online convenience sample of teens (N = 1,113), we assessed convergent and discriminant validity by comparing the V-MLS against an existing, widely-used peer crowd survey (I-Base Survey®) utilizing a multi-trait multi-method matrix. We also examined the V-MLS's predictive ability through a series of regressions using peer crowd scores to predict behaviors, experiences, and traits relevant to health communication campaign planning. The V-MLS demonstrated reliability and convergent and discriminant validity. Additionally, the V-MLS effectively distinguished teen peer crowds with unique health behaviors, experiences, and personal traits. When combined with appropriate information processing and campaign development frameworks, this new tool can complement existing instruments to inform message framing, tone, and style for campaigns that target at-risk teens to increase campaign equity and reach.
Collapse
|
2
|
Williamson C, Baker G, Tomasone JR, Bauman A, Mutrie N, Niven A, Richards J, Oyeyemi A, Baxter B, Rigby B, Cullen B, Paddy B, Smith B, Foster C, Drummy C, Vandelanotte C, Oliver E, Dewi FST, McEwen F, Bain F, Faulkner G, McEwen H, Mills H, Brazier J, Nobles J, Hall J, Maclaren K, Milton K, Olscamp K, Campos LV, Bursle L, Murphy M, Cavill N, Johnston NJ, McCrorie P, Wibowo RA, Bassett-Gunter R, Jones R, Ruane S, Shilton T, Kelly P. The Physical Activity Messaging Framework (PAMF) and Checklist (PAMC): International consensus statement and user guide. Int J Behav Nutr Phys Act 2021; 18:164. [PMID: 34923991 PMCID: PMC8684545 DOI: 10.1186/s12966-021-01230-8] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 09/17/2021] [Accepted: 11/17/2021] [Indexed: 11/23/2022] Open
Abstract
Effective physical activity messaging plays an important role in the pathway towards changing physical activity behaviour at a population level. The Physical Activity Messaging Framework (PAMF) and Checklist (PAMC) are outputs from a recent modified Delphi study. This sought consensus from an international expert panel on how to aid the creation and evaluation of physical activity messages. In this paper, we (1) present an overview of the various concepts within the PAMF and PAMC, (2) discuss in detail how the PAMF and PAMC can be used to create physical activity messages, plan evaluation of messages, and aid understanding and categorisation of existing messages, and (3) highlight areas for future development and research. If adopted, we propose that the PAMF and PAMC could improve physical activity messaging practice by encouraging evidence-based and target population-focused messages with clearly stated aims and consideration of potential working pathways. They could also enhance the physical activity messaging research base by harmonising key messaging terminologies, improving quality of reporting, and aiding collation and synthesis of the evidence.
Collapse
Affiliation(s)
- Chloë Williamson
- Physical Activity for Health Research Centre (PAHRC), Institute for Sport, Physical Education and Health Sciences, University of Edinburgh, Edinburgh, UK.
| | - Graham Baker
- Physical Activity for Health Research Centre (PAHRC), Institute for Sport, Physical Education and Health Sciences, University of Edinburgh, Edinburgh, UK
| | - Jennifer R Tomasone
- School of Kinesiology and Health Studies, Queens University, Kingston, Canada
| | - Adrian Bauman
- Sydney School of Public Health, University of Sydney, Sydney, Australia
| | - Nanette Mutrie
- Physical Activity for Health Research Centre (PAHRC), Institute for Sport, Physical Education and Health Sciences, University of Edinburgh, Edinburgh, UK
| | - Ailsa Niven
- Physical Activity for Health Research Centre (PAHRC), Institute for Sport, Physical Education and Health Sciences, University of Edinburgh, Edinburgh, UK
| | - Justin Richards
- Faculty of Health, Victoria University Wellington, Wellington, New Zealand.,Sport New Zealand Ihi Aotearoa, Wellington, New Zealand
| | - Adewale Oyeyemi
- Department of Physiotherapy, University of Maiduguri, Maiduguri, Nigeria
| | - Beelin Baxter
- Department of Health and Social Care, UK Government, London, UK
| | - Benjamin Rigby
- MRC/CSO Social & Public Health Sciences Unit, University of Glasgow, Glasgow, UK
| | | | | | - Brett Smith
- Department of Sport and Exercise Sciences, Durham University, Durham, UK
| | - Charlie Foster
- Centre for Exercise, Nutrition and Health Sciences, University of Bristol, Bristol, UK
| | - Clare Drummy
- Southern Health & Social Care Trust, Portadown, UK
| | | | - Emily Oliver
- Department of Sport and Exercise Sciences, Durham University, Durham, UK
| | - Fatwa Sari Tetra Dewi
- Department of Health Behavior, Environment and Social Medicine; Faculty of Medicine, Public Health and Nursing, Universitas Gadjah Mada, Yogyakarta, Indonesia
| | - Fran McEwen
- Sport New Zealand Ihi Aotearoa, Wellington, New Zealand
| | | | - Guy Faulkner
- University of British Columbia, Vancouver, Canada
| | - Hamish McEwen
- Sport New Zealand Ihi Aotearoa, Wellington, New Zealand
| | - Hayley Mills
- Canterbury Christ Church University, Canterbury, UK
| | - Jack Brazier
- Centre for Exercise, Nutrition and Health Sciences, University of Bristol, Bristol, UK
| | - James Nobles
- Centre for Exercise, Nutrition and Health Sciences, University of Bristol, Bristol, UK
| | - Jennifer Hall
- Bradford Institute for Health Research, Bradford Teaching Hospitals NHS Foundation Trust, Bradford, UK
| | | | - Karen Milton
- Norwich Medical School, University of East Anglia, Norwich, UK
| | - Kate Olscamp
- U.S. Department of Health and Human Services, Office of Disease Prevention and Health Promotion, Rockville, USA
| | | | | | | | - Nick Cavill
- Centre for Exercise, Nutrition and Health Sciences, University of Bristol, Bristol, UK
| | - Nora J Johnston
- Centre for Active Living, University of Alberta, Edmonton, Canada
| | - Paul McCrorie
- MRC/CSO Social & Public Health Sciences Unit, University of Glasgow, Glasgow, UK
| | - Rakhmat Ari Wibowo
- Department of Health Behavior, Environment and Social Medicine; Faculty of Medicine, Public Health and Nursing, Universitas Gadjah Mada, Yogyakarta, Indonesia
| | | | | | | | - Trevor Shilton
- National Heart Foundation of Australia, Curtin University, Perth, Australia
| | - Paul Kelly
- Physical Activity for Health Research Centre (PAHRC), Institute for Sport, Physical Education and Health Sciences, University of Edinburgh, Edinburgh, UK
| |
Collapse
|
4
|
Nguyen N, Holmes LM, Kim M, Ling PM. Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study. INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH 2020; 17:E7643. [PMID: 33092106 PMCID: PMC7588881 DOI: 10.3390/ijerph17207643] [Citation(s) in RCA: 3] [Impact Index Per Article: 0.8] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Download PDF] [Subscribe] [Scholar Register] [Received: 09/17/2020] [Revised: 10/10/2020] [Accepted: 10/16/2020] [Indexed: 11/16/2022]
Abstract
Given the emerging tobacco landscape, dual use of cigarettes and e-cigarettes has increased among young adults, but little is known about its associated factors. Peer crowds, defined as macro-level connections between individuals with similar core values (e.g., "Hip Hop" describing a group that prefers hip hop music and values strength, honor, and respect), are a promising way to understand tobacco use patterns. We examined associations between peer crowds and tobacco use patterns by using data from a cross sectional survey of 1340 young adults in the San Francisco Bay Area in 2014. Outcomes were the past 30-day use of: neither cigarettes nor e-cigarettes; cigarettes but not e-cigarettes; e-cigarettes but not cigarettes; and both cigarettes and e-cigarettes. Peer crowds included Hipster, Hip Hop, Country, Partier, Homebody, and Young Professional. Multinomial regression analysis indicated that peer crowds were significantly associated with different tobacco use patterns. Compared to Young Professionals, Hip Hop and Hipster crowds were more likely to dual use; Hipsters were more likely to use e-cigarettes only, and Country participants were more likely to smoke cigarettes only. These findings suggest that tobacco control campaigns and cessation interventions should be tailored to different young adult peer crowds and address poly-tobacco use.
Collapse
Affiliation(s)
- Nhung Nguyen
- Center for Tobacco Control Research and Education, University of California San Francisco, San Francisco, CA 94143, USA; (M.K.); (P.M.L.)
| | - Louisa M. Holmes
- Departments of Geography & Demography, and the Social Science Research Institute, Penn State University, University Park, PA 16802, USA;
| | - Minji Kim
- Center for Tobacco Control Research and Education, University of California San Francisco, San Francisco, CA 94143, USA; (M.K.); (P.M.L.)
| | - Pamela M. Ling
- Center for Tobacco Control Research and Education, University of California San Francisco, San Francisco, CA 94143, USA; (M.K.); (P.M.L.)
| |
Collapse
|
5
|
Stalgaitis CA, Djakaria M, Jordan JW. The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns. Tob Use Insights 2020; 13:1179173X20945695. [PMID: 32843842 PMCID: PMC7418471 DOI: 10.1177/1179173x20945695] [Citation(s) in RCA: 3] [Impact Index Per Article: 0.8] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/26/2019] [Accepted: 06/17/2020] [Indexed: 12/28/2022] Open
Abstract
Background: Adolescent vaping continues to rise, yet little is known about teen vape users beyond demographics. Effective intervention requires a deeper understanding of the psychographics and interests of adolescent vape users to facilitate targeted communication campaigns. Methods: We analyzed the 2017-2018 weighted cross-sectional online survey data from Virginia high school students (N = 1594) to identify and describe subgroups of adolescents who vaped. Participants reported 30-day vape use, identification with 5 peer crowds (Alternative, Country, Hip Hop, Mainstream, Popular), social prioritization, agreement with personal values statements, social media and smartphone use, and television and event preferences. We compared vaping rates and frequency by peer crowd using a chi-square analysis with follow-up testing to identify higher-risk crowds and confirmed associations using binary and multinomial logistic regression models with peer crowd scores predicting vaping, controlling for demographics. We then used chi-square and t tests to describe the psychographics, media use, and interests of higher-risk peer crowds and current vape users within those crowds. Results: Any current vaping was the highest among those with Hip Hop peer crowd identification (25.4%), then Popular (21.3%). Stronger peer crowd identification was associated with increased odds of any current vaping for both crowds, vaping on 1 to 19 days for both crowds, and vaping on 20 to 30 days for Hip Hop only. Compared with other peer crowds and non-users, Hip Hop and Popular youth and current vape users reported greater social prioritization and agreement with values related to being social and fashionable. Hip Hop and Popular youth and current vape users reported heavy Instagram and Snapchat use, as well as unique television show and event preferences. Conclusions: Hip Hop and Popular adolescents are most likely to vape and should be priority audiences for vaping prevention campaigns. Findings should guide the development of targeted health communication campaigns delivered via carefully designed media strategies.
Collapse
Affiliation(s)
| | - Mayo Djakaria
- Research Department, Rescue Agency, San Diego, CA, USA
| | | |
Collapse
|
6
|
Stalgaitis CA, Navarro MA, Wagner DE, Walker MW. Who Uses Tobacco Products? Using Peer Crowd Segmentation to Identify Youth at Risk for Cigarettes, Cigar Products, Hookah, and E-Cigarettes. Subst Use Misuse 2020; 55:1045-1053. [PMID: 32024418 DOI: 10.1080/10826084.2020.1722698] [Citation(s) in RCA: 4] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 10/25/2022]
Abstract
Background: Understanding which adolescents are at greatest risk for cigarettes and other tobacco products is critical to inform tailored and targeted interventions. Objectives: We used peer crowds (macro-level subcultures) to identify subgroups of adolescents at-risk for using and being open to using cigarettes; cigars, cigarillos, and little cigars (cigar products); hookah; e-cigarettes; any tobacco product; and multiple products. Methods: In 2017, youth ages 12-17 in five U.S. states completed cross-sectional surveys (n = 1,167). Participants provided data on cigarette use (experimentation) and openness to use (susceptibility); cigar product, hookah, and e-cigarette use (ever use) and openness to use (curiosity); and identification with five peer crowds (Alternative, Country, Hip Hop, Mainstream, Popular). We used chi-square tests to compare rates by peer crowd, and multivariate logistic regressions to assess odds of use and openness for each crowd (reference: Mainstream). Results: Risk differed by peer crowd. Hip Hop youth reported high rates of use, ranging from 12.8% (cigarettes) to 33.4% (e-cigarettes). Regressions revealed increased odds of use for Hip Hop compared to Mainstream for all products, especially cigar products and multi-product use. Popular (cigar products, e-cigarettes) and Alternative (cigarettes) demonstrated increased odds of use compared to Mainstream. We also observed elevated odds of cigarette openness among Alternative, Country, and Hip Hop youth, and of hookah openness among Hip Hop and Popular youth compared to Mainstream. Conclusions/Importance: Peer crowd-tailored cigarette education campaigns can be extended to address other tobacco product risk, especially for higher-risk peer crowds such as Hip Hop.
Collapse
Affiliation(s)
| | - Mario A Navarro
- Center for Tobacco Products, Food and Drug Administration (FDA), Silver Spring, Maryland, USA
| | | | - Matthew W Walker
- Center for Tobacco Products, Food and Drug Administration (FDA), Silver Spring, Maryland, USA
| |
Collapse
|
7
|
Navarro MA, Stalgaitis CA, Walker MW, Wagner DE. Youth peer crowds and risk of cigarette use: The effects of dual peer crowd identification among hip hop youth. Addict Behav Rep 2019; 10:100204. [PMID: 31388555 PMCID: PMC6675938 DOI: 10.1016/j.abrep.2019.100204] [Citation(s) in RCA: 4] [Impact Index Per Article: 0.8] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/29/2019] [Revised: 07/09/2019] [Accepted: 07/13/2019] [Indexed: 11/25/2022] Open
Abstract
Introduction Recent research has found that the Hip Hop peer crowd has a strong link to risky health behaviors, including tobacco use. The current study expands on previous research on the Hip Hop peer crowd by investigating the nuances of the effects on cigarette risk that Hip Hop identification has in combination with other peer crowds. Methods Targeted social media advertisements were used to recruit youth to complete an online survey. Participants (n = 4681) self-reported peer crowd identification via the I-Base Survey™, and cigarette smoking status. Smoking status was compared between peer crowd groups consisting of participants who had identification with only one peer crowd, and those who had identification with the Hip Hop peer crowd and one other crowd (i.e., Hip Hop dual peer crowd identification). Results Significant differences in cigarette status were observed among the dual and single peer crowd groups. Specifically, differences in cigarette Non-susceptible Non-triers and Experimenters demonstrated that youth who identified as Mainstream Only were at lowest risk while youth who identified as Hip Hop/Alternative had the highest rates of cigarette experimentation. There were no differences between peer crowd groups on proportions of Susceptible Non-triers. Conclusions Examining dual peer crowd identifications provides a nuanced understanding of risk. Dual identification with Hip Hop seems to have differential effects compared to solo identification with other crowds, whereby Hip Hop identification may increase cigarette experimentation when combined with another peer crowd. Findings demonstrate the potential of considering multiple peer crowd identification to inform public education campaign development. Peer crowds have previously investigated the Hip Hop peer crowd in isolation. FDA's multicultural youth tobacco education campaign tailors messages Hip Hop peer crowd. Data comes from the first nationally-recruited sample of youth peer crowd and smoking. Peer crowds had differential levels of risk based on dual membership. Hip Hop peer crowd targeting should consider the effects of other peer crowds.
Collapse
Affiliation(s)
- Mario A Navarro
- Center for Tobacco Products, Food and Drug Administration (FDA), 10903 New Hampshire Avenue, Silver Spring, MD 20993, USA
| | | | - Matthew W Walker
- Center for Tobacco Products, Food and Drug Administration (FDA), 10903 New Hampshire Avenue, Silver Spring, MD 20993, USA
| | - Dana E Wagner
- Rescue Agency, 2437 Morena Boulevard, San Diego, CA 92110, USA
| |
Collapse
|