Related Experiment Video
Updated: May 6, 2026

A Method for Manipulating Blood Glucose and Measuring Resulting Changes in Cognitive Accessibility of Target Stimuli
Published on: August 12, 2016
Countermarketing Versus Health Education Messages About Sugar-Sweetened Beverages: An Online Randomized Controlled
Anna H Grummon1, Amanda B Zeitlin1, Cristina J Y Lee1
1Anna H. Grummon is with the Department of Pediatrics and Department of Health Policy, Stanford University School of Medicine, Palo Alto, CA. Amanda B. Zeitlin and Cristina J. Y. Lee are with the Department of Pediatrics, Stanford University School of Medicine. Marissa G. Hall is with the Department of Health Behavior in the University of North Carolina Gillings School of Global Public Health, the Carolina Population Center, and the Lineberger Comprehensive Cancer Center, Chapel Hill. Caroline Collis and Lauren P. Cleveland are with the Department of Population Medicine, Harvard Pilgrim Health Care Institute, Boston, MA. Joshua Petimar is with the Department of Population Medicine, Harvard Medical School and Harvard Pilgrim Health Care Institute, and the Department of Epidemiology, Harvard T.H. Chan School of Public Health, Boston.
Abstract:
Objectives. To test whether countermarketing messages for sugary drinks lead to lower intentions to consume sugary drinks and less perceived weight stigma than health education messages. Methods. In August 2023, we conducted an online randomized controlled trial with US adults (n = 2169). We assessed the effect of countermarketing messages, health education messages, and neutral control messages on intentions to consume sugary drinks and perceived weight stigma. Results. Both countermarketing messages (Cohen d = -0.20) and health education messages (d = -0.35) led to lower intentions to consume sugary drinks than control messages (Ps < .001). However, both types of messages elicited more perceived weight stigma than control messages (ds = 0.87 and 1.29, respectively; Ps < .001). Countermarketing messages were less effective than health education messages at lowering intentions to consume sugary drinks (d for countermarketing vs health education = 0.14) but also elicited less perceived weight stigma than health education messages (d = -0.39; Ps < .01). Conclusions. Countermarketing messages show promise for reducing sugary drink consumption while eliciting less weight stigma than health education messages, though they may need to be refined further to minimize weight stigma and maximize effectiveness. Clinical Trial Number. ClinicalTrials.gov NCT05953194. (Am J Public Health. 2024;114(12):1354-1364. https://doi.org/10.2105/AJPH.2024.307853).
More Related Videos
09:17Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
06:39Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
Published on: August 28, 2017
Related Concept Videos
Cancer Prevention
Some...
Models of Health Promotion and Illness Prevention I
The health belief model (HBM) attempts to predict health-related behavior in specific belief patterns. According to the HBM, a person's...
Models of Health Promotion and Illness Prevention II
The agent-host-environment model states that disease results...
Experimental Designs
Blinding
Self-Regulation