Comparing adolescent-focused obesity prevention and reduction messages

Jennifer Allyson Dooley, Sameer Deshpande and Carol E. Adair

Journal of Business Research, 2010, vol. 63, issue 2, 154-160

Abstract: Drug abuse, smoking, and disordered eating literature reveal that some health promoting messages can induce unintended or harmful effects on the target audience. Scholars recommend careful messaging in social marketing campaigns, by shifting the focus away from health outcomes. This study tests the effects of adolescent-targeted obesity prevention messages (body-image, health benefit) with positive experience and unrelated messages on health behavior intentions and unintended effects. A pre-post experiment (NÂ =Â 95) reveals that body-image public service advertisements (PSAs) may increase anxiety when compared to unrelated PSAs (no main effect, significant planned comparisons are found). Health benefit PSAs are more readable (FÂ =Â 4.59, pÂ

Keywords: Adolescent; obesity; Obesity; prevention; messages; Health; promoting; messages; Social; marketing (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:2:p:154-160

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