Development of Acceptable Emotion-based Nutrition Messages for Oklahoma Mothers of Elementary School-age Children

Abstract

Despite efforts to address the increasing prevalence of childhood obesity by dedicated researchers and educators in the field of nutrition, rates in Oklahoma have climbed to 15%. Existing literature indicates that intellect-based nutrition messages impact knowledge, but are less motivating for behavior change. Current marketing trends suggest that consumers are more likely to make a decision based on emotion rather than knowledge. The purpose of this study was to compare the acceptability, relevance, and motivational value of emotion-based nutrition messages as opposed to intellect-based materials. Quantitative and qualitative methods were used to collect data using 12 mothers of elementary school-age children throughout Oklahoma. The variables of interest were measured using 10-point Likert scales (1 = not at all and 10 = very) and these scores were summed and averaged to obtain mean total scores of preference. Wilcoxon Signed Rank tests were utilized to determine differences between emotion- and intellect-based materials. Focus groups were also conducted to gain greater insight to mothers' reactions to emotion-based messages. Current findings lend evidence that emotion-based nutrition messages are preferred to intellect-based nutrition messages and are considered relevant, motivational, and within the participants' ability to complete by Oklahoma parents. Mean values for preference of emotion-based nutrition messages were higher than intellect-based messages with the emotion-based family meal message being ranked significantly higher. Additionally, mean scores for relevance, motivation and ability were slightly higher for emotion-based messages when compared to intellect-based with the exceptions being the ability to serve low-fat milk and relevance of fruit and vegetable serving suggestions. Qualitative focus group findings indicate mothers may hold a higher preference for emotion-based messages because they found the information to consist of motivational pictures and messaging they considered relevant to their life situation and within their ability to complete. As such, emotion-based nutrition messages have practical applications in nutrition education efforts and may be more beneficial than utilizing previous intellect-based nutrition messages.