Exploring Audience Segmentation: Investigating Adopter Categories to Diffuse an Innovation to Prevent Famine in Rural Mozambique

Rachel A. Smith, Jill L. Findeis · 2012 · Journal of Health Communication

Summary. This study identifies five distinct adopter categories among rural Mozambicans for an innovation designed to prevent food shortages. Using latent class analysis on 127 participants, the researchers found that these categories differ significantly from traditional adopter category models. The findings suggest that audience segmentation based on local adopter patterns can improve the effectiveness of campaigns to diffuse food security innovations in rural contexts.

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@article{smith-2012-exploring-audience-segmentation-investigating-adopter,
  title   = {Exploring Audience Segmentation: Investigating Adopter Categories to Diffuse an Innovation to Prevent Famine in Rural Mozambique},
  author  = {Rachel A. Smith and Jill L. Findeis},
  journal = {Journal of Health Communication},
  year    = {2012},
  doi     = {10.1080/10810730.2012.688249},
  url     = {https://doi.org/10.1080/10810730.2012.688249}
}

TY  - JOUR
TI  - Exploring Audience Segmentation: Investigating Adopter Categories to Diffuse an Innovation to Prevent Famine in Rural Mozambique
AU  - Rachel A. Smith
AU  - Jill L. Findeis
JO  - Journal of Health Communication
PY  - 2012
DO  - 10.1080/10810730.2012.688249
UR  - https://doi.org/10.1080/10810730.2012.688249
ER  - 

Details

DOI

10.1080/10810730.2012.688249

Countries

Mozambique

Regions

Africa

Categories

innovation-theory, food-systems

Added

2026-04-28