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Abstract
Drug abuse, smoking, and disordered eating literature reveal that some health promoting messages can induce unintended or harmful effects on the target audience. Scholars recommend careful messaging in social marketing campaigns, by shifting the focus away from health outcomes. This study tests the effects of adolescent-targeted obesity prevention messages (body-image, health benefit) with positive experience and unrelated messages on health behavior intentions and unintended effects. A pre-post experiment ( N = 95) reveals that body-image public service advertisements (PSAs) may increase anxiety when compared to unrelated PSAs (no main effect, significant planned comparisons are found). Health benefit PSAs are more readable ( F = 4.59, p < .05) than all other PSA groups and show higher healthy eating planning ( F = 3.19, p < .05) compared to unrelated ones. No significant weight attitudes, self-esteem, and stages of change differences are found by message type. Overall, health benefit messages are not less effective.
Published Version
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