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Recipe-Based nutrition education on instagram: Evaluating visual formats and message dose
Lauren Batey1,2, Aurora Occa2
1Department of Dietetics and Human Nutrition, University of Kentucky, Lexington, Kentuck, USA.
Journal of American College Health : J of ACH
|September 25, 2025
Summary
Instagram nutrition content can influence cooking behavior, even with one exposure. Clear visuals and simple formats are key for effective messaging to college students.
Area of Science:
- Nutrition science
- Behavioral science
- Social media research
Background:
- Social media platforms like Instagram are increasingly used for health and nutrition information dissemination.
- Understanding the impact of different content formats and exposure levels is crucial for effective public health messaging.
Purpose of the Study:
- To investigate the influence of Instagram message format (Reels vs. carousels) and exposure dose (single vs. triple) on college students' cooking behavior.
- To assess the impact on related behavioral outcomes, including attitudes, subjective norms, perceived behavioral control, and intentions.
Main Methods:
- A study involving 558 undergraduate students (aged 18-24) randomly assigned to four conditions.
- Participants viewed recipe-based Instagram posts, with behavioral outcomes measured at baseline and follow-up.
Main Results:
- Neither message format nor dose significantly affected behavioral outcomes.
- Attitudes, subjective norms, and intentions showed improvement over time.
- Perceived visual informativeness positively predicted outcomes, while cognitive load negatively impacted attitudes and perceived behavioral control.
Conclusions:
- A single exposure to well-designed nutrition content on Instagram can positively influence cooking behavior.
- Effective nutrition messaging requires optimizing visual clarity and minimizing cognitive burden for college students.
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