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A new audience segmentation tool for African Americans: the black identity classification scale
Rachel E Davis1, Gwen Alexander, Josephine Calvi
1Department of Environmental Health Sciences, University of Michigan School of Public Health, Ann Arbor, Michigan 48109-2029, USA. reda@umich.edu
Journal of Health Communication
|August 3, 2010
Summary
This study introduces the Black Identity Classification Scale (BICS) to address health disparities by recognizing the diversity within the African American community. The BICS effectively segments audiences into 16 ethnic identity types, aiding targeted health communications.
Area of Science:
- Health Communication
- Sociology
- Psychometrics
Background:
- Health communications often overlook the heterogeneity of African Americans, potentially hindering efforts to reduce race-based health disparities.
- Existing communication strategies may fail due to the assumption of cultural homogeneity within the African American population.
Purpose of the Study:
- To introduce and validate the Black Identity Classification Scale (BICS) as a tool to segment African American audiences.
- To assess the psychometric properties of the BICS for use in health communication and intervention studies.
Main Methods:
- The Black Identity Classification Scale (BICS) was developed and pretested through focus groups, telephone pretests, and a pilot study (n=306).
- The final scale was administered to 625 Black adults in a dietary intervention study.
- Internal consistency reliability and construct validity were evaluated using established psychometric methods and culturally associated survey items.
Main Results:
- The BICS demonstrated good internal consistency reliability in the study population.
- Construct validity was supported through comparisons with culturally relevant survey items.
- The study presents the distribution of the 16 BICS identity types and characteristics of participants with core identity components.
Conclusions:
- The Black Identity Classification Scale (BICS) exhibits favorable psychometric properties.
- The BICS is a potentially effective tool for segmenting African American audiences into distinct ethnic identity types.
- This segmentation can enhance the effectiveness of targeted health communications and interventions for diverse African American populations.
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