Qualitative Evaluation of Advertisements Promoting Milk Product Consumption among Women Ages 60 Years and Older

Abstract

Objective: Existing research has identified gastrointestinal issues as a significant barrier to dairy consumption among older women. Five focus groups were conducted with a convenience sample of low-income women aged 60 years and older (n ¼ 30) at congregate meal sites and senior centers in Indiana to explore attitudes toward print advertisements designed to (1) promote milk and milk product consumption among low-income women aged 60 years and older, and (2) increase knowledge and promote implementation of lactose-intolerance management strategies. Design, Setting and Participants: Participants were on average 75.9 � 9.6 years old, white (93%), and with a high school degree or less education (69%). Outcome Measures and Analysis: Focus group audiotapes were transcribed and analyzed for major themes. Results: Themes that emerged from the focus groups included neutral, positive, and negative comments about the advertisements, source credibility, and suggestions about appropriate advertising for older women. Photographs used in the advertisements had a significant influence on participants' perceptions and favorability toward the messages. Participants were most receptive to an advertisement featuring advice from a female physician, who was considered to be a credible source of nutrition information. Participants also favored advertisements that recommended consuming milk with meals or emphasized the importance of milk consumption for older adults (eg, ‘‘You're never too old for the health benefits of milk!’’). Women were least receptive to ‘‘childlike’’ terminology (eg, ‘‘bellyache’’) or photographs that seemed too inauthentic or posed. Conclusions and Implications: These key findings should be considered during development of nutrition education programs for this population. Funding: Indiana Nutrition Education Programs.