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'Boden Food Plate': Novel Interactive Web-based Method for the Assessment of Dietary Intake
04:46

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Published on: September 18, 2018

Explaining fruit and vegetable intake using a consumer marketing tool.

Lindsay J Della1, David M Dejoy, Charles E Lance

  • 1Department of Communication, University of Louisville. LJDell01@louisville.edu

Health Education & Behavior : the Official Publication of the Society for Public Health Education
|January 23, 2009
PubMed
Summary
This summary is machine-generated.

This study shows that audience segmentation using VALS (Values, Attitudes, and Lifestyles) effectively tailors messages about fruit and vegetable consumption. The theory of planned behavior significantly predicts eating intentions and behaviors across different lifestyle groups.

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Concept Development and Use of an Automated Food Intake and Eating Behavior Assessment Method

Published on: February 19, 2021

Area of Science:

  • Health Communication
  • Consumer Psychology
  • Behavioral Science

Background:

  • The "5 A Day" campaign needs innovative strategies to promote fruit and vegetable intake.
  • Audience segmentation can enhance public health messaging effectiveness.

Purpose of the Study:

  • To evaluate the utility of the VALS (Values, Attitudes, and Lifestyles) segmentation tool for tailoring fruit and vegetable consumption messages.
  • To examine if the Theory of Planned Behavior (TPB) constructs' impact varies across different VALS lifestyle groups.

Main Methods:

  • A cross-sectional study of 1,588 U.S. adults.
  • Multigroup structural equation modeling to test moderation effects of VALS groups on TPB relationships.
  • Bivariate z tests to assess statistical differences in parameter estimates across groups.

Main Results:

  • The VALS audience group variable moderated latent TPB relationships.
  • TPB constructs explained 57%–70% of intention variation in fruit and vegetable intake across 5 VALS groups.
  • Perceived behavioral control and intention predicted self-reported consumption behavior (R2 = 20%–71%).

Conclusions:

  • The Theory of Planned Behavior effectively explains fruit and vegetable consumption variations.
  • Consumer-based segmentation algorithms, like VALS, are valid for tailoring public health messaging on diet.