Topical Area: Community and Public Health Nutrition, Aging and Chronic Disease
Objectives : To determine the salient elements of nutrition and health marketing messages recalled by U.S. adults in a Midwestern state.
Methods : Convenience sample of 700 adults was collected via an intercept survey to elicit up to six marketing messages respondents could recall pertaining to nutrition or health.
Results : 2,689 individual messages (M=3.8 messages per person; SD=1.79; CI=3.71-3.97) were coded for food group or macronutrient content; additional codes emerged for specific marketing messages that emerged. . Participants who identified as a racial or ethnic minority listed fewer messages on average (M=3.5; SD=1.83) as compared to those identifying as non-Hispanic White (M=3.9; SD=1.78), t(698)=2.424, p=.016 (CIdiff=0.07-0.75). Men listed fewer messages (M=3.4; SD=1.83) than women (M=3.9; SD=1.76), t(698)=3.548, p=.000 (CIdiff=0.25-0.88;). The correlation between the number of messages reported and participant age was not significant; r=.07, p >.05. Stepwise binary logistic regression indicated that older respondents, males, and those identifying as racial or ethnic minorities were less likely to name a message coded as a Fruit, Vegetable, Protein Group, or Grain. Similarly, older respondents and those identifying as a racial or ethnic minority were less likely to have a message coded as Fat or Water.
Conclusions : Greater degree of recall of messages by women and adults who are not racial/ethnic minorities may indicate more successful marketing of these messages to these target groups.
Funding Sources : Funded in part by USDA SNAP