Development and testing of fact‐ and emotion‐based messages to motivate parents to engage in practices that promote intake of calcium among 10‐13 year‐old children (807.2)

Abstract

Role modeling, making calcium‐rich foods available and setting healthful beverage expectations are parental practices associated with calcium intake among early adolescents. The purpose of this study was to develop and test fact‐ and emotion‐based messages for comprehension and perceived motivation of parents to engage in these practices. A convenience sample of 17 Hispanic and 18 Asian parents of early adolescents in five states (CA, HI, MN, OH, OR, UT) were interviewed based on a standard protocol. Two to six different messages (images and taglines) were developed (fact‐ and emotion‐based) and tested for each of the 3 parental practices. Interviews were transcribed verbatim and responses were grouped by parental race/ethnicity, parental practice and whether they were fact‐ or emotion‐based. Responses were read for common themes with respect to comprehension, cultural and personal relevance, and ability to motivate parents. Two messages for each parental practice (one fact‐based and one emotion‐based) were selected as having the most positive responses from parents. Parents indicated that messages intended to convey facts or to appeal to emotions were consistent with the developer’s intentions. Messages will be revised based on parent comments and tested via an online survey with additional Hispanic and Asian parents nationwide to determine which will serve as the basis for a promotional program for parents.