Mississippi State University
Hardman, Alisha M.
Downey, Laura Hall
Date of Degree
Graduate Thesis - Open Access
Master of Science
College of Agriculture and Life 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.
Brubaker, McKayla A, "The Food Factor: The Use of Branding and Social Marketing" (2017). Theses and Dissertations. 4468.