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Published on: December 16, 2015
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Targeted Messages Increase Dairy Consumption in Adults: a Randomized Controlled Trial
Mary E Jung1, Amy E Latimer-Cheung2, Jessica E Bourne3
1School of Health and Exercise Sciences, University of British Columbia, Okanagan Campus, 3333 University Way, Kelowna, BC, V1V 1V7, Canada. mary.jung@ubc.ca.
Summary
Targeted messages significantly increased dairy calcium intake in adults. Loss-framed messages combined with self-regulatory efficacy enhancement maintained these gains for four weeks.
Area of Science:
- Behavioral Science
- Nutritional Science
- Health Communication
Background:
- Declining dairy consumption in North American adults (30-50 years old) necessitates targeted interventions.
- Health-enhancing behaviors, like increased dairy intake, can be promoted through tailored messaging.
Purpose of the Study:
- To evaluate the effectiveness of targeted, framed, and efficacy-enhancing messages on dairy calcium consumption in adults aged 30-50.
- To assess message utility within a randomized controlled trial framework.
Main Methods:
- 732 adults (30-50 years) were randomized into five groups: gain-framed (GF), loss-framed (LF), self-regulatory efficacy (SRE), GF+SRE, and LF+SRE.
- Participants received daily emailed messages for four consecutive days.
- Calcium intake, self-regulatory efficacy, outcome expectations, and value were measured at baseline, 1 week, and 4 weeks post-intervention.
Main Results:
- All message conditions showed a significant increase in dairy calcium intake from baseline to week 1 (p < .001).
- The loss-framed plus self-regulatory efficacy (LF+SRE) group maintained intake increases at week 4 (p = .04).
- Self-regulatory efficacy and outcome expectations predicted higher calcium intake at week 4.
Conclusions:
- Message targeting, aligned with population beliefs and motives, is crucial for effective behavioral change interventions.
- Framing and efficacy enhancement can significantly impact dairy calcium consumption.
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