Segmentation analyses as an effective tool to improve tobacco prevention and cessation

Wieber, Frank; Müller, Steffen; Ackermann, Kurt; Furchheim, Pia; Zysset, Annina; Meyer, Matthias; Dratva, Julia

doi:10.1093/eurpub/ckad160.1461

Publication type:	Conference other
Type of review:	Peer review (abstract)
Title:	Segmentation analyses as an effective tool to improve tobacco prevention and cessation
Authors:	Wieber, Frank Müller, Steffen Ackermann, Kurt Furchheim, Pia Zysset, Annina Meyer, Matthias Dratva, Julia
et. al:	No
DOI:	10.1093/eurpub/ckad160.1461
Published in:	European Journal of Public Health
Volume(Issue):	33
Issue:	Supplement_2
Page(s):	ii582
Pages to:	ii583
Conference details:	16th European Public Health Conference, Dublin, Ireland, 8-11 November 2023
Issue Date:	Oct-2023
Publisher / Ed. Institution:	Oxford University Press
ISSN:	1101-1262 1464-360X
Language:	English
Subject (DDC):	614: Public health and prevention of disease
Abstract:	Background: Defining and understanding target groups is a key for successful tobacco prevention and cessation programs. While most campaigns and interventions only take basic demographic and socioeconomic characteristics of the target groups into account, additional knowledge about behavioral or psychographic characteristics (e.g., motives) is needed. Therefore, we developed and tested profiles of adolescents and adults. Methods: A systematic literature review revealed 219 articles with criteria that relate to (not) smoking. These criteria were consolidated in 8 expert interviews, 8 qualitative group discussions and 47 interviews with children and adolescents and in 53 interviews with actual and past adult smokers and included in a questionnaire that 2'732 adolescents and 2'899 adults (representative sample) filled in. Results: Segmentation analyses revealed five adolescent and four adult profiles that show systematic pattern regarding demographics, socioeconomics, social resources/independence, hobbies, psychological well-being/stress, and smoking behavior /intention to quit. Segments were replicated with data from a national tobacco cessation program. Segment-specific messages were derived and experimentally tested. Conclusions: The successfully developed target group profiles are available as a tool for tobacco prevention experts to improve current and future tobacco prevention and cessation activities. Key messages: • Defining and understanding target groups is a key for successful tobacco prevention and cessation programs. • The successfully developed target group profiles are available as a tool for tobacco prevention experts to improve current and future tobacco prevention and cessation activities.
URI:	https://digitalcollection.zhaw.ch/handle/11475/30043
Fulltext version:	Published version
License (according to publishing contract):	CC BY-NC 4.0: Attribution - Non commercial 4.0 International
Departement:	School of Health Sciences School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM) Institute of Public Health (IPH)
Published as part of the ZHAW project:	Zielgruppenprofile in der Tabakprävention
Appears in collections:	Publikationen Gesundheit

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Wieber, F., Müller, S., Ackermann, K., Furchheim, P., Zysset, A., Meyer, M., & Dratva, J. (2023). Segmentation analyses as an effective tool to improve tobacco prevention and cessation [Conference presentation]. European Journal of Public Health, 33(Supplement_2), ii582–ii583. https://doi.org/10.1093/eurpub/ckad160.1461

Wieber, F. et al. (2023) ‘Segmentation analyses as an effective tool to improve tobacco prevention and cessation’, in European Journal of Public Health. Oxford University Press, pp. ii582–ii583. Available at: https://doi.org/10.1093/eurpub/ckad160.1461.

F. Wieber et al., “Segmentation analyses as an effective tool to improve tobacco prevention and cessation,” in European Journal of Public Health, Oct. 2023, vol. 33, no. Supplement_2, pp. ii582–ii583. doi: 10.1093/eurpub/ckad160.1461.

WIEBER, Frank, Steffen MÜLLER, Kurt ACKERMANN, Pia FURCHHEIM, Annina ZYSSET, Matthias MEYER und Julia DRATVA, 2023. Segmentation analyses as an effective tool to improve tobacco prevention and cessation. In: European Journal of Public Health. Conference presentation. Oxford University Press. Oktober 2023. S. ii582–ii583

Wieber, Frank, Steffen Müller, Kurt Ackermann, Pia Furchheim, Annina Zysset, Matthias Meyer, and Julia Dratva. 2023. “Segmentation Analyses as an Effective Tool to Improve Tobacco Prevention and Cessation.” Conference presentation. In European Journal of Public Health, 33:ii582–ii83. Oxford University Press. https://doi.org/10.1093/eurpub/ckad160.1461.

Wieber, Frank, et al. “Segmentation Analyses as an Effective Tool to Improve Tobacco Prevention and Cessation.” European Journal of Public Health, vol. 33, no. Supplement_2, Oxford University Press, 2023, pp. ii582–83, https://doi.org/10.1093/eurpub/ckad160.1461.