A new audience segmentation tool for African Americans: the black identity classification scale.

  title={A new audience segmentation tool for African Americans: the black identity classification scale.},
  author={Rachel E. Davis and Gwen L. Alexander and Josephine H Calvi and Cheryl J Wiese and Sarah M. Greene and Mike Nowak and William E Cross and Ken Resnicow},
  journal={Journal of health communication},
  volume={15 5},
Many health communications target African Americans in an attempt to remediate race-based health disparities. Such materials often assume that African Americans are culturally homogeneous; however, research indicates that African Americans are heterogeneous in their attitudes, behaviors, and beliefs. The Black Identity Classification Scale (BICS) was designed as a telephone-administered tool to segment African American audiences into 16 ethnic identity types. The BICS was pretested using focus… CONTINUE READING

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