Profiles of Selected Target Audiences: Promoting the Dietary Guidelines for Americans

Family Economics and Nutrition Review, Wntr, 2001 by Kay Loughrey, P. Peter Basiotis, Claire Zizza, Julia M. Dinkins

The Dietary Guidelines for Americans (23), issued by the U.S. Departments of Agriculture (USDA) and Health and Human Services (DHHS), answer this basic question: "What should people eat to stay healthy?" Forming the basis of Federal nutrition policy affecting food, nutrition education, and information programs, the Guidelines stress the significance of dietary balance, variety, and moderation (7). Still, in the United States, four of the leading causes of death--heart disease, cancer, stroke, and diabetes--are linked to nutrition (10). Americans still need to increase total intake of fruits, vegetables, and grain products and to decrease intake of fat and saturated fat. Although some progress has been made based on progress in meeting Year 2000 Objectives, the startling increase in the portion of Americans who are overweight or obese poses one of the biggest challenges in meeting Healthy People 2000 (24). A summary measure of dietary status--the Healthy Eating Index--has shown that 7 of 10 Americans need to improve their diet (4). Other results have also indicated that although Americans choose a wide variety of foods, they consume less than the recommended servings from the fruit, dairy, meat, grains, and vegetable groups of the Food Guide Pyramid. Americans' consumption of calories from fats and sugars, however, exceeds Pyramid recommendations (11).

Thus evidence has shown that Americans still need to improve their diet; Americans need to narrow the gap between scientifically based nutrition guidance and consumer behavior that may increase the risk of illness from nutrition-related diseases. To better meet the needs of the public, some authors believe the Guidelines need to do two things: (1) continue to advance national dietary guidance that is based upon scientific evidence and (2) promote dietary guidance in ways that will lead to behavior change, improved health, and nutritional well-being (22).

The purpose of this study is to examine the extent to which major differences exist between audience segments on key variables, to profile these audience segments, and to suggest whether these differences warrant distinct nutrition education approaches in attempting to change dietary behaviors. We describe three segments of female gatekeepers and how their characteristics differ on several dimensions: demographic and health status; values about, and benefits and barriers to, healthful eating; nutrition, food preparation, and shopping habits; and media habits. We discuss the implications of these differences in terms of improving the dietary behavior of these segments. We believe that nutrition educators can directly apply this information when they design program interventions. The underlying assumption of social marketing and marketing approaches is that different audience segments require alternate approaches for achieving a desired behavior change. This study examines whether this assumption applies to nutrition education to create dietary behavior change.

Lastly, we examined results in relationship to behavioral models and theories. We examined how the segments might differ with respect to their stage of behavior change and the extent to which audience segments could be described, based on Prochaska and Di Clemente's transtheoretical model of change (18). The stages of this model are precontemplation (not considering whether to make a change), contemplation (thinking about making a change), decision (making definite plans to change), action (initiating change), and maintenance. This model has been used to describe dietary behavior in relationship to weight control and the reduction of dietary fat (6,19).

We looked to social learning theory, which is based on social cognitive theory, to inform recommendations for designing strategies for behavior change (3,17). Social learning theory emphasizes the interaction of cognition, other personal factors (e.g., self-efficacy), and environmental factors on behavior. Several critical personal factors suggested by social learning theory have been assessed in this analysis:

* Perception of the situation

* Anticipated outcomes of behavior

* Knowledge and skills to perform a behavior

* Confidence in performing a behavior

We considered the theory of planned behavior in forming program implications (1). This theory suggests that people will be more likely to take action if it leads to consequences they desire. It also suggests that behavior and behavioral intent are influenced by the degree of control people think they have over circumstances and their ability to perform a behavior.

Background

Research indicates that nutrition promotion of the Guidelines should focus on behavior change; have a strong consumer orientation; segment and target consumers; use multiple, reinforcing, interactive channels; and refine consumer messages continually (22,23). Segmentation, a frequently used approach in commercial-sector marketing, has been used in programs designed to change health behaviors (2) and has been used to create a profile or snapshot that represents the target audience. It, as well, has encouraged creative communication that is tailored to the target audience (6,12,15).