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Table 1 Description of the Sample

From: Segmentation of overweight Americans and opportunities for social marketing

Behavioral Variables

Variable Description

Summary Statistic

(n = 581)

Knowledge

  

   Know Pyramid

Know food pyramid = 1

0.83a

   Read Labels

Most of the time, sometimes, rarely, never

Most of the timeb

Type of Labels Read

  

   Calories

Read calories label = 1

0.48a

   Carbohydrates

Read carbohydrates label = 1

0.23a

   Fat

Read fat label = 1

0.48a

   Protein

Read protein label = 1

0.08a

   Salt

Read salt label = 1

0.18a

   Serving size

Read serving size = 1

0.05a

   Sugar

Read sugar content = 1

0.22a

Food Behavior

  

   Overweight

Overweight = 1

0.53a

   Calories right

More, less, about right amount

Less than neededb

   Eat well

Always, sometimes, never choose a healthy diet

Sometimes choose a healthy dietb

   Eat weight

Eating to lose weight = 1

0.55a

   Fast food meals

Percent fast food meals

12.2 (18.0)c

   Restaurant meals

Percent restaurant meals

12.8 (15.6)c

   Prepared meals

Percent prepared food meals

6.9 (13.0)c

   Scratch meals

Percent meals from scratch

67.0 (27.4)c

Risk Factors

  

   Smoker

Smoker = 1

0.17a

   Illness

Illness limits activity = 1

0.24a

   Insurance

Covered by insurance = 1

0.89a

Activity

  

   TV

Minutes of TV

123.5 (101.6)c

   Computer

Minutes of home computer

52.9 (74.6)c

   Exercise

Exercise 30 minutes/day, 5 times/wk = 1

0.66a

   Exercise weight

Using exercise to lose weight = 1

0.49a

Demographic Variables

  

gender

Gender (1 = male)

0.45a

education

  
 

Less than HS = 1

0.02a

 

HS grad = 1

0.08a

 

Some college = 1

0.53a

 

Bachelors or more = 1

0.37a

income

  
 

Less than $20,000 = 1

0.13a

 

$20,001 to $35,000 = 1

0.18a

 

$35,001 to $50,000 = 1

0.17a

 

$50,001 to $65,000 = 1

0.15a

 

$65,001 or greater = 1

0.38a

children

Has children = 1

0.42a

Employment

  

   employed

Employed = 1

0.55a

   unemp

Unemployed = 1

0.04a

   retired

Retired = 1

0.18a

age

Age in years

45.27 (17.8)c

Region

  

   neast

Northeast = 1

0.28a

   south

South = 1

0.27a

   midamer

Middle America = 1

0.26a

   west

West = 1

0.21a

Urban characteristic

  

   rural

Rural = 1

0.32a

   suburb

Suburban = 1

0.75a

   urban

Urban = 1

0.25a

  1. n = 581
  2. a dummy variable 0/1
  3. b median reported;
  4. c continuous variable, standard deviation in ()