Evaluating the influence of message framing and graphic imagery on perceptions of food product health warnings
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.
Food Quality and Preference