Components of knowledge on AIDS in Brazil identifying information needs using a segmented approach.

Thesis Report.

ABSTRACT: This paper suggests a segment-based approach to analyse health risk behaviour. It is argued that modeling directly the unobserved heterogeneity makes it possible to identify different segments on specific information needs, therefore, enabling a better understanding of interactions among perceived knowledge, intentions and behavior. The proposed conceptual model also enables to measure the intrinsic risk level within each segment based on the dissonance/distance between the perceptual and the biomedical models. This modeling approach is illustrated using data from the 1996 Brazil Demographic and Health Survey on AIDS knowledge, where four homogeneous segments were found. Several insights on the identification, profiling targeting and designing of segment-tailored health promotion campaigns and programmes are provided. Keywords: Health promotion, AIDS, HIV information need, Social marketing, Unobserved heterogeneity, Latent class models, Mixture models, Segmentation techniques

Eng.