Staten Lisa K, Birnbaum Amanda S, Jobe Jared B, Elder John P
Southwest Center for community Health Promotion, University of Arizona, Tucson, AZ 85724, USA.
Health Educ Behav. 2006 Feb;33(1):66-80. doi: 10.1177/1090198105282419.
The Trial of Activity for Adolescent Girls (TAAG) combines social ecological and social marketing approaches to promote girls' participation in physical activity programs implemented at 18 middle schools throughout the United States. Key to the TAAG approach is targeting materials to a variety of audience segments. TAAG segments are individuals who share one or more common characteristic that is expected to correlate with physical activity. Thirteen focus groups with seventh and eighth grade girls were conducted to identify and characterize segments. Potential messages and channels of communication were discussed for each segment. Based on participant responses, six primary segments were identified: athletic, preppy, quiet, rebel, smart, and tough. The focus group information was used to develop targeted promotional tools to appeal to a diversity of girls. Using audience segmentation for targeting persuasive communication is potentially useful for intervention programs but may be sensitive; therefore, ethical issues must be critically examined.
少女活动试验（TAAG）结合了社会生态和社会营销方法，以促进美国18所中学实施的女孩体育活动项目的参与度。TAAG方法的关键在于针对不同的受众群体制作宣传材料。TAAG群体是指那些具有一个或多个与体育活动相关的共同特征的个体。针对七年级和八年级女生开展了13个焦点小组讨论，以识别和描述这些群体。针对每个群体讨论了潜在的信息和沟通渠道。根据参与者的回答，确定了六个主要群体：运动型、预科型、文静型、叛逆型、聪明型和坚韧型。焦点小组的信息被用于开发针对性的促销工具，以吸引不同类型的女孩。将受众细分用于针对性的说服性沟通对干预项目可能有用，但可能较为敏感；因此，必须严格审视伦理问题。
