Theses and Dissertations

Issuing Body

Mississippi State University


Settle, Quisto

Committee Member

Hardman, Alisha M.

Committee Member

Downey, Laura Hall

Date of Degree


Document Type

Graduate Thesis - Open Access


Agricultural and Extension Education

Degree Name

Master of Science


College of Agriculture and Life Sciences


School of Human Sciences


Mississippi residents were surveyed to determine how The Food Factor and Extension brands were impacting their intent to change behavior. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, diet, and healthy lifestyles. The respondents were split into viewer and non-viewer categories. Viewers were asked about their perceptions of the show and their nutrition-related behaviors. Non-viewers were assigned to a branded or non-branded episode of The Food Factorto determine their perceptions and to see if branding was having an impact on their behavior. The study found that although The Food Factor was perceived positively, it was uncertain if the brand was having meaningful effects on its viewers. Recommendations include future studies surrounding the use of branding in social marketing programs, studying other mass media programs in other states, and further evaluation of The Food Factor brand.



extension||branding||social marketing||behavior change