From: Segmentation of overweight Americans and opportunities for social marketing
Behavioral Variables | Variable Description | Summary Statistic (n = 581) |
---|---|---|
Knowledge | Â | Â |
   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 | Â | Â |
   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 | Â | Â |
   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 | Â | Â |
   Smoker | Smoker = 1 | 0.17a |
   Illness | Illness limits activity = 1 | 0.24a |
   Insurance | Covered by insurance = 1 | 0.89a |
Activity | Â | Â |
   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 | Â | Â |
gender | Gender (1 = male) | 0.45a |
education | Â | Â |
 | Less than HS = 1 | 0.02a |
 | HS grad = 1 | 0.08a |
 | Some college = 1 | 0.53a |
 | Bachelors or more = 1 | 0.37a |
income | Â | Â |
 | 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 | Â | Â |
   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 | Â | Â |
   neast | Northeast = 1 | 0.28a |
   south | South = 1 | 0.27a |
   midamer | Middle America = 1 | 0.26a |
   west | West = 1 | 0.21a |
Urban characteristic | Â | Â |
   rural | Rural = 1 | 0.32a |
   suburb | Suburban = 1 | 0.75a |
   urban | Urban = 1 | 0.25a |