Beyond a person's age or income, what type of deep audience analysis looks at their core values, beliefs, and perceived risks to understand how they react to health messages?

The type of deep audience analysis that looks at a person's core values, beliefs, and perceived risks to understand how they react to health messages, beyond their age or income, is called psychographic analysis. Psychographic analysis is a method of categorizing an audience based on their psychological attributes, which include their attitudes, interests, lifestyles, motivations, and opinions. This goes beyond observable demographic characteristics like age or income to explore the underlying reasons for people's behaviors and decisions, especially concerning health. By understanding these deeper psychological factors, health communicators can tailor messages more effectively to resonate with specific audience segments. Core values are the fundamental principles and standards that guide an individual's life and judgments, representing what they consider intrinsically important. For example, a person who highly values personal freedom might react differently to a health message about mask-wearing than someone who highly values collective community well-being. Beliefs are convictions or acceptances that certain statements or ideas are true, even without absolute proof. An individual's belief in the efficacy of preventative medicine, or their distrust of medical institutions, will profoundly shape their response to related health advice. Perceived risks refer to an individual's subjective assessment of the likelihood and potential severity of a negative outcome, such as contracting a disease, experiencing a health complication, or suffering side effects from a treatment. If someone perceives a low risk of falling ill from a particular condition, or a high risk associated with a recommended intervention, they may be less motivated by messages promoting preventative measures or treatments for that condition.