Race and gender moderation of the relationship between cessation beliefs and intentions: Is race or gender message segmentation necessary in anti-smoking campaigns?

ParvantaS.; GibsonL.; Moldovan-JohnsonM.; MallyaG.; HornikR.C.

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Race and gender moderation of the relationship between cessation beliefs and intentions: Is race or gender message segmentation necessary in anti-smoking campaigns?

机译：种族和性别节制戒烟信念和意图之间的关系：在反吸烟运动中是否需要种族或性别信息细分？

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Debate persists over whether different message strategies in anti-smoking campaigns are needed for audiences of different races or genders. This study considers the need for 'message segmentation', which is the process of differentiating the beliefs that might be the focus of messages for population subgroups. We have two aims: (i) lay out an approach that yields evidence about the necessity for message segmentation and (ii) demonstrate and assess findings from this approach using the formative evaluation for the Philadelphia Anti-Smoking Campaign. Weexaminewhether associations between beliefs about quitting smoking and intention to quit are moderated by race (black/white) or gender. Data came from a representative sample of 501 adult smokers (46% black; 56% female) surveyed in July 2010 for the campaign's formative evaluation. Out of 26 beliefs about cessation, 8 were significantly related to cessation intention regardless of subgroup affiliation, suggesting that these would be promising beliefs for messages in a unified campaign. Four beliefs were significant for white smokers only, and three beliefs were significant for female smokers only. The evidence justified a unified message approach because subgroups shared enough beliefs that could become message strategies to increase cessation across smokers without the added costs associated with message segmentation.

机译：关于不同种族或性别的观众是否需要在反吸烟运动中使用不同的信息策略的争论仍然存在。这项研究考虑了“消息分割”的需要，这是区分信念的过程，这些信念可能是人群亚组消息的焦点。我们有两个目标：（i）提出一种方法，以得出有关邮件分段必要性的证据;（ii）使用费城反吸烟运动的形成性评估来证明和评估该方法的发现。我们研究了关于戒烟的信念与戒烟意愿之间的联系是否受到种族（黑人/白人）或性别的影响。数据来自于2010年7月对501名成年吸烟者（46％的黑人; 56％的女性）的代表性样本进行了调查，以对该运动的形成性评估进行调查。在有关戒烟的26种信念中，有8种与戒烟意图显着相关，而与子群体的隶属关系无关，这表明这些将是有希望在统一战役中传达信息的信念。四个信念仅对白人吸烟者有意义，而三个信念仅对女性吸烟者有意义。证据证明采取统一的消息处理方法是有道理的，因为亚组共享了足够的信念，这些信念可能成为消息策略，从而在不增加与消息分段相关的额外费用的情况下，增加吸烟者的戒烟量。

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《Health education research》 |2013年第5期|共12页
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ParvantaS.; GibsonL.; Moldovan-JohnsonM.; MallyaG.; HornikR.C.;
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1. Race and gender moderation of the relationship between cessation beliefs and intentions: Is race or gender message segmentation necessary in anti-smoking campaigns? [J] . ParvantaS., GibsonL., Moldovan-JohnsonM., Health education research . 2013,第5期

机译：种族和性别节制戒烟信念和意图之间的关系：在反吸烟运动中是否需要种族或性别信息细分？
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Race and gender moderation of the relationship between cessation beliefs and intentions: Is race or gender message segmentation necessary in anti-smoking campaigns?

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