Framing and Word Choice in Childhood Obesity Reduction-Focused Advertising

This paper examines the effects of: (1) specific obesity descriptors ("obese" vs. "fat" vs. "higher weight") and (2) the overall message framing (positive or negative) on reactions to advertising seeking to reduce childhood obesity rates and promote healthier behavior....

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Bibliographic Details
Published inJournal of managerial issues Vol. 34; no. 3; pp. 264 - 284
Main Authors Mayer, James Mark, Peev, Plamen, Mayer, Abby
Format Journal Article
LanguageEnglish
Published Pittsburg Pittsburg State University - Department of Economics 22.09.2022
Pittsburg State University, Department of Economics
Subjects
Adults
Advertisements
Advertising
Children & youth
Childrens health
Communication
Diabetes
Disease
Health promotion
Medical research
Obesity
Obesity in children
Overweight
Perceptions
Type 2 diabetes
Weight control
Atlanta Georgia
United States > US
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Summary:This paper examines the effects of: (1) specific obesity descriptors ("obese" vs. "fat" vs. "higher weight") and (2) the overall message framing (positive or negative) on reactions to advertising seeking to reduce childhood obesity rates and promote healthier behavior. Extant research offers conflicting guidance as to whether a health advertisement with a negative or positive frame would be more effective at achieving desired outcomes in terms of obesity health communications. Similarly, extant research is also conflicted on what specific word identifying the condition might work best in such messaging. These dynamics are explored in an experiment (n=542), finding that, in sum, advertisements using the language "higher weight" (versus "obese" and "fat") and with positive framing (versus negative) result in more positive emotional, attitudinal, and behavioral intent outcomes. Implications of these findings in light of real-world campaigns are discussed and areas for further exploring best practices in reducing childhood obesity through advertising are offered.
ISSN:1045-3695
2328-7470