How Gender-Targeted Body Image Concerns Influence People's Sugar-Sweetened Beverages Consumption

As excessive sugar intake can result in obesity, type 2 diabetes, cardiovascular disease, and even cancer, this study aims to help people reduce sugar-sweetened beverages (SSBs) intake by exploring how gender-differed body image concerns influence people's attitude and intention of SSBs consumption. A 2 (Participants' gender: Male vs. Female) × 2 (Image gender: Male vs. Female) × 2 (Body image concern: Gaining weight vs. Losing muscle mass) online experiment was conducted to examine how the gender-differed body image concerns influence people's perception of SSBs. The findings showed that gender-differed body image concerns exerted a significant influence across genders. Muscle mass loss-related information is more effective in generating negative attitude toward SSBs from males. Female image-related physical appearance change is more effective in generating negative attitude toward SSBs from females. This study also contributes to targeted communication by revealing that the quality-oriented targeted information outperformed the traditional quantity-oriented targeted information. Furthermore, this study complements EPPM by discovering the underlying mechanisms of female-targeted body image concern, such as perceived severity and response efficacy.