Publications

Publication details [#49771]

Rodgers, Shelly, Kenneth Fleming, Qimei Chen and Margaret Duffy. 2007. Media Usage as Health Segmentation Variables. Journal of Health Communication 12 (2) : 105–119.

Publication type

Article in journal

Publication language

English

Keywords

attitude | audience | behavior | health | mass media

Place, Publisher

Routledge

Annotation

This study argues that including media usage variables in health segmentation studies, increases the ability to predict health behaviors and attitudes.