Response to Pasick

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Abstract
We appreciate Dr Pasick's and others' (Rimer, 2000) thoughtful responses to our Editorial (Kreuter and Skinner, 2000), and shared interest in arriving at common definitions for tailoring and targeting. Before addressing Dr Pasick's concerns specifically, we would like to call attention to the considerable common ground in our perspectives, as well as that shared with Dr Rimer. First, implicit in our Editorial and in the responses from Pasick and Rimer is endorsement of the health education truism that any program or educational materials will be more effective when audience characteristics are taken into account in the development process. Second, we each recognize the important—and to date underutilized—role of culture as one such audience characteristic. Third, we all agree that customization based on group-level variables differs from customization based on individual-level variables. Finally, we concur that our field needs to move towards clear and consistent use of key terminology.

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