Theses and Dissertations

ORCID

https://orcid.org/0009-0002-7302-7880

Issuing Body

Mississippi State University

Advisor

Byrd, Sylvia H.

Committee Member

Seitz, Holli H.

Committee Member

Gerard, Patrick

Committee Member

Cheng, Wen-Hsing

Date of Degree

12-13-2024

Original embargo terms

Visible MSU only 1 year

Document Type

Dissertation - Campus Access Only

Major

Food Science, Nutrition, and Health Promotion (Nutrition)

Degree Name

Doctor of Philosophy (Ph.D.)

College

College of Agriculture and Life Sciences

Department

Department of Biochemistry, Nutrition and Health Promotion

Abstract

Introduction: This research studied the use of a social marketing campaign to address chronic diseases in the U.S., such as obesity, diabetes, hypertension and other cardiovascular diseases by assessing audience self-reported actions and evaluating message framing effects on participant intentions to change nutrition behavior and daily physical activity. Approach: Evaluate a social marketing campaign for effects on SNAP-Ed eligible clients and research message framing effects on audience’s intention to change health behaviors. Discussion: The HappyHealthy social marketing campaign launched in 2018 by Mississippi State University Extension. Outcome evaluation data (collected 2023) reported multiple correlations between core messages recalled and increased performance of relevant actions. Research conducted utilizing gain- and loss-framed messages (to increase intention to consume more fruits and vegetables and increase daily physical activity) indicate older adults (26-59) differ from younger adults in their intention to change behavior when presented with different messaging parameters. Results: These data indicate that HappyHealthy social marketing campaign should remain on its current platforms for collective effect, potentially strike Twitter / X platform as numbers are weakest and consider the use of billboards. Expense reported as largest barrier to eating fruits and vegetables; recommend nutrition education messages advocating for purchase of canned and frozen produce. Appeal via the following message parameters: older adults (26 -59 years old): to maximize fruit consumption, utilize gain-framed / short-term messaging; to maximize vegetable consumption, utilize loss-framed / long-term messaging; to maximize physical activity, utilize either gain- or loss-framed with long-term consequences. For younger adults (18-25 years old): to maximize fruit consumption, utilize either loss-frame / short-term, or gain-framed / long-term; to maximize vegetable consumption, utilize gain- or loss-framed / short-term messaging; to maximize physical activity, utilize either gain- or loss-framed / short-term messaging.

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