Evaluating the influence of message framing and graphic imagery on perceptions of food product health warnings

Abstract

Food product health warnings may be a valuable intervention strategy for helping reduce obesity rates and the negative health outcomes associated with consuming an unhealthy diet. Research into the efficacy of food product health warnings has shown promising effects on consumers’ beliefs and behaviour, but existing research has typically featured a single or limited number of simple, text-only warnings. Two studies are presented that tested the influence of text-only and text-and-graphic, positively and negatively framed health warnings on perceived efficacy, negative affect and motivation to change behaviour. Using a between-subjects design, Study 1 found that negatively framed health warni..