Associative Group Analysis: A Tobacco Prevention Case Study
In: Social marketing quarterly: SMQ ; journal of the AED, Band 9, Heft 2, S. 32-49
ISSN: 1539-4093
This paper seeks to demonstrate the potential utility of the Associative Group Analysis (AGA) process to tobacco-related social marketing by identifying perceptual and cognitive similarities and differences toward "tobacco" and "smoking" between four behaviorally defined groups. AGA-based questions were included in a statewide Random Digit Dial (RDD) household telephone survey using Computer Assisted Telephone Interviewing (CATI) technology. The AGA provided qualitative and quantitative sensitivity of group perceptions and attitudes not available through traditional survey methods. Results provide specific anti-tobacco marketing messages and themes that should be targeted and addressed for each group. This study has the following implications for social marketing: 1) The AGA methodology has the ability to effectively facilitate the development and assessment of anti-tobacco media campaigns; 2) more generally, the technique can be applied to measure the efficacy of social marketing campaigns in other areas; and 3) the application demonstrates the value of adjustments so that communications can adapt and respond to the dynamics of a group's perceptual-representational framework.