Modeling behavioral economic strategies in social marketing messages to promote vegetable consumption to low-resource Louisiana residents: A conjoint analysis.

Abstract

Behavioral economic strategies implemented within social marketing campaigns improve eating behavior. To identify which behavioral economic (BE) strategies in social marketing messages, i.e., messengers, norms, and commitments, will promote low-income Louisiana (LA) residents to add more vegetables to meals. Full profile traditional conjoint analysis survey with single concept ratings. Purposive sample of low-resource LA residents (N = 213) SETTING: Online survey INTERVENTION: Participants rated randomized concepts that featured a messenger and a message. Ratings (1-9) of likelihood to add vegetables to meals. A model of ratings was generated using mixed-effects multiple regression, which accounted for repeated measurement of participants. Interactions of variables and covariates were modeled. There was significant variation in the main effect of the messenger variable (P = 0.02) and the main effect of the message variable (P = 0.008). Pairwise comparisons demonstrated differences between friend (mean = 6.80) and mother (mean = 7.06, P = 0.03) as well as friend and normal weight doctor (mean = 7.03, P = 0.04). Pairwise comparisons demonstrated differences between descriptive norm (mean = 6.79) and grocery list commitment (mean = 7.02, P = 0.05) along with descriptive norm and injunctive norm (mean = 6.98, P = 0.04). Covariate models demonstrated main effects of race (P = 0.006) and gender (P = 0.0001). There was significant variation in the message variable and frequency of vegetable intake interaction (P = 0.01). Both message and messenger variables predicted the likelihood to add vegetables to meals. Race and gender influenced ratings to add vegetables. As reported vegetable consumption increased, behavioral economic messages improved the likelihood to add vegetables to meals. Behavioral economic approaches are well-suited to social marketing messages that aim to promote healthy eating behavior in low-income LA residents.