Audience: Administrators and campaign planners, evaluation scientists, and funding officials.

Key Points: Three recent tobacco prevention/reduction campaigns, focused on high school and young adult populations, have utilized identity-based segmentation to reach the most opportune subpopulation. Jordan will review the science of identity-based segmentation, including recent data from the young adult population in San Diego, and formative research process, segmentation and evaluation models of two other campaigns. Then, Saggese will present research findings that link various environmental and attitudinal associations with the likelihood to be a smoker, from which an "intender" profile that was developed in Virginia, as well as the segmentation process of an urban youth anti-tobacco campaign. Finally, Ling will present data from a national segmentation study of young adults that utilizes psychographic measures adapted from tobacco industry market research studies found in previously secret industry documents.

Learning Objectives: 1. Understand the objective and process of identity-based segmentation. 2. Differentiate between convenience segmentation and opportune segmentation. 3. Understand the concepts of “Role State Goal” and “Role Image” in human identities and their implications on segmentation.

Benefits: Identity-based segmentation focuses the campaign's message and strategy on the most opportune subpopulation. This mixture of identity theory, psychology, and marketing approaches creates a powerful process to concentrate efforts and improve the efficacy of programs.