Universität zu Köln

Rosenblatt, Daniel H., Dixon, Helen, Wakefield, Melanie and Bode, Stefan ORCID: 0000-0002-0258-7795 (2019). Evaluating the influence of message framing and graphic imagery on perceptions of food product health warnings. Food. Qual. Prefer., 77. S. 32 - 43. OXFORD: ELSEVIER SCI LTD. ISSN 1873-6343

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Abstract

Food product health warnings may be a valuable intervention strategy for helping reduce obesity rates and the negative health outcomes associated with consuming an unhealthy diet. Research into the efficacy of food product health warnings has shown promising effects on consumers' beliefs and behaviour, but existing research has typically featured a single or limited number of simple, text-only warnings. Two studies are presented that tested the influence of text-only and text-and-graphic, positively and negatively framed health warnings on perceived efficacy, negative affect and motivation to change behaviour. Using a between-subjects design, Study 1 found that negatively framed health warnings and text-and-graphic health warnings produced more negative emotional responses than positively framed and text-only health warnings. Study 2 then featured the highest rated message topics from Study 1. Using a within-subjects design, Study 2 found that participants rated text and-graphic health warnings as more effective than text-only warnings, and negatively framed warnings as more effective than positively framed warnings, though all warning groups scored above the scale mid-point on perceived efficacy. Negatively framed warnings produced stronger negative emotional responses, while positively framed warnings produced stronger feelings of motivation to change behaviour. Results indicate that food product health warnings were perceived as capable of effectively promoting behavioural change. While negatively framed warnings were seen as most effective, positively framed warnings may also be effective, possibly through a different persuasive pathway.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Rosenblatt, Daniel H. UNSPECIFIED UNSPECIFIED UNSPECIFIED Dixon, Helen UNSPECIFIED UNSPECIFIED UNSPECIFIED Wakefield, Melanie UNSPECIFIED UNSPECIFIED UNSPECIFIED Bode, Stefan UNSPECIFIED orcid.org/0000-0002-0258-7795 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-133488
DOI:	10.1016/j.foodqual.2019.05.003
Journal or Publication Title:	Food. Qual. Prefer.
Volume:	77
Page Range:	S. 32 - 43
Date:	2019
Publisher:	ELSEVIER SCI LTD
Place of Publication:	OXFORD
ISSN:	1873-6343
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language PERSONALITY SCALE SCORES; CIGARETTE PACK WARNINGS; SMOKING-CESSATION; LABELS; IMPACT; BEHAVIOR; SMOKERS; METAANALYSIS; PREVALENCE; INTENTIONS Multiple languages Food Science & Technology Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/13348