Audience Segmentation Analysis of Bosnian Refugees' Psychological Health

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This study explored whether and how demographic variables, personality traits, personal and social communication and environmental factors contribute to identifying sub-groups of refugees' psychological health. Variables measured in the study included language competence, host and ethnic interpersonal relationships, host and ethnic media use, Americans' attitudes towards Bosnian refugees, personal experience with discrimination, perception of discrimination, perceived group cohesion, intrinsic motivation, internal and external regulations, self-esteem, internal and external locus of control, intercultural willingness to communicate, acculturation and demographics. In a sample of 310 Bosnian refugees in a Midwestern city in the United States of America, we identified how distinct subgroups of refugees differing in psychological health were defined by the above variables. SPSS Answer Tree 3.1 was used to analyze the data. A classification-tree analysis identified 9 distinct groups that were homogenous with respect to psychological health. These groups ranged in size from 26 to 181 members, with mean psychological health ranging from 3.33 to 4.29 on a 1-5 Likert-type scale. Results indicated that language competence, self-esteem, external locus of control and perception of discrimination distinguished sub-groups of refugees' psychological health. This research has implications for agencies and organizations serving refugees and interventions targeting displaced individuals.

Keywords: Refugees, Audience Segmentation, Intercultural Communication, Psychological Health.
Stream: Education and Social Welfare
Presentation Type: Paper Presentation in English
Paper: Audience Segmentation of Bosnian Refugees’ Psychological Health

Dr. Ajlina Karamehic-Muratovic

Research Assistant Professor, Child and Family Health, Missouri Institute of Mental Health, University of Missouri-Columbia
St Louis, Missouri, USA

Ajlina Karamehic-Muratovic, Ph.D., is a Research Assistant Professor at the Missouri Institute of Mental Health which is a part of the University of Missouri School of Medicine, Columbia. She has a background in Health Communication, especially as relevant to minority populations and communities. She has experience in evaluation on large and nationally funded grants, as well as in substance abuse prevention, cancer prevention, and culturally appropriate interventions. She is currently involved in several large, federally funded projects, including the Missouri Fetal Alcohol Syndrome Rural Awareness and Prevention Project, a project on Improving Mental Health Collaboration for Youth in the Juvenile Justice System and the annual Missouri Student Survey report.

Dr. Wai Hsien Cheah

Affiliation not supplied

Dr. Hisako Matsuo

Affiliation not supplied

Alma Poljarevic

Affiliation not supplied

Ref: I08P0717