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Target behavior

Target behavior includes Breastfeeding (BF), Food (e.g., healthy eating, nutrition standards), and Physical Activity (PA).

Total audience/general market/general audience

The total number of people that listen, view, read, or otherwise engage with media formats, not broken out by demographics or other segmentation.

Total food outlets

Healthy food outlets as well as fast food restaurants, convenience stores, and corner stores.

Transtheoretical model

An integrative, biopsychosocial model to conceptualize the process of intentional behavior change. Whereas other models of behavior change focus exclusively on certain dimensions of change (e.g., theories focusing mainly on social or biological influences), the TTM seeks to include and integrate key constructs from other theories into a comprehensive theory of change that can be applied to a variety of behaviors, populations, and settings.