@article{ref1,
title="TV viewing and physical activity: a segment analysis for social marketing",
journal="International journal of nonprofit and voluntary sector marketing",
year="2008",
author="Singh, Satyendra",
volume="13",
number="3",
pages="215-226",
abstract="Elevated television viewing and physical inactivity promote sedentary behavior, leading to obesity. Yet, modifying the behavior has received a limited academic investigation. Thus, the purpose of this exploratory study is to develop segments relating to such behavior, and propose TV viewing-reduction and physical activity-enhancing strategies for the various segments.Using data from a mall, the multiple regression and analysis of variance (ANOVA) led to the identification of four segments: alert, inactive, action, and ideal. Results indicate that those engaged in physical activity appear to watch less TV, and that age and gender do not have a significant impact on TV viewing. The managers can use the findings, segments, and strategies to create appeals for target social marketing. Copyright © 2007 John Wiley & Sons, Ltd.<p />",
language="",
issn="1465-4520",
doi="10.1002/nvsm.324",
url="http://dx.doi.org/10.1002/nvsm.324"
}