The Effectiveness of Empowerment Versus Fear Messaging on Sugary Beverage Consumption Intentions Among Young Adult Latinas

• Published in: Health education & behavior p. 10901981251341294
• Main Authors: Zhou, Mi, Ramírez, A. Susana, Schillinger, Dean, Ha, Sandie, Chittamuru, Deepti
• Format: Journal Article
• Language: English
• Published: United States 22.05.2025
• Subjects: empowerment; racialized marketing; message design; critical health literacy; health behavior change; sugary beverage consumption
• ISSN: 1090-1981; 1552-6127; 1552-6127
• DOI: 10.1177/10901981251341294

Excessive sugar-sweetened beverage (SSB) consumption poses a significant public health concern, particularly among historically marginalized populations targeted by industry marketing. This study compares the effectiveness of empowerment-based versus fear-based messaging on individual sugary beverage consumption intention and critical health literacy among Latinas aged 18 to 29 years ( N = 231). Participants were randomized online to view either an empowerment-based video highlighting the risks of sugary beverage consumption and the beverage industry’s manipulative practices or a usual care fear-based video centering on individual behaviors and risks. Between- and within-subject analyses were conducted using analysis of variance (ANOVA) and repeated ANOVA. Results revealed that empowerment-based messages were perceived as more effective ( p < .001, η 2 = 0.12) and generated less reactance ( p < .05, η 2 = 0.02). The empowerment-based messages also yielded significantly greater improvements in media literacy scores ( d = 0.40 vs. 0.05, p < .01) and community control ( d = 0.49 vs. 0.15, p < .01) and effectiveness of actions ( d = 0.47 vs. 0.28, p < .05). Results suggest empowerment messaging strategies could effectively counter industry marketing while fostering critical awareness and collective action.