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Exploring attention to the Canadian 24-Hour Movement Guidelines for Children and Youth using eye-tracking: A
A J Walters1, A Lithopoulos1,2, E M Tennant1,3
1School of Kinesiology & Health Studies, Queen's University, Kingston, ON.
Public Health Nursing (Boston, Mass.)
|March 3, 2022
Summary
Branding did not enhance Canadian youth
Area of Science:
- Pediatric Health
- Behavioral Science
- Health Communication
Background:
- The Canadian 24-Hour Movement Guidelines for Children and Youth introduced an integrated movement continuum and a new visual identity.
- These guidelines cover physical activity, sleep, and sedentary behavior for youth.
Purpose of the Study:
- To evaluate Canadian youth's attention and perceptions regarding the branded 24-Hour Movement Guidelines.
- To determine if the branding influenced attention, brand perception, or cognitive engagement with the guidelines.
Main Methods:
- A randomized intervention design was employed with 46 Canadian youth aged 10-17.
- Participants viewed either branded or unbranded versions of the guidelines.
- Eye-tracking technology recorded attention, and surveys assessed perceptions and cognitions.
Main Results:
- Branded guidelines did not attract more attention than unbranded ones.
- No significant differences were found in brand perceptions or cognitive engagement between the groups.
- Eye-movement data showed no enhanced attention for the branded version.
Conclusions:
- Branding did not significantly impact youth attention or perceptions of the 24-Hour Movement Guidelines.
- Preliminary findings suggest further research is needed on how branding and content interact.
- Insights can inform future health education resource development and communication strategies.
