UNC Perceived Message Effectiveness: Validation of a Brief Scale

Baig, Sabeeh A; Noar, Seth M.; Gottfredson, Nisha C.; Boynton, Marcella H.; Ribisl, Kurt M.; Brewer, Noel T.

doi:10.1093/abm/kay080

Cited by 83 publications

(70 citation statements)

References 55 publications

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“…In the second task, a single product assessment in which participants viewed a series of products with labels, we measured perceived message effectiveness (PME) of the labels, using three items from the UNC perceived message effectiveness scale [ 29 , 30 ] which read “How much does this label…” “make you feel concerned about the health effects of consuming this product?” (range 1–4, from not at all concerned to very concerned); “make consuming this product seem pleasant or unpleasant to you?” (range 1–4, from very unpleasant to very pleasant); and “discourage you from wanting to consume this product?” (range 1–4, from not at all discouraged to very discouraged).…”

Section: Methodsmentioning

confidence: 99%

Designing an Effective Front-of-Package Warning Label for Food and Drinks High in Added Sugar, Sodium, or Saturated Fat in Colombia: An Online Experiment

Taillie¹,

Hall²,

Gómez

et al. 2020

Nutrients

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Policies to require warnings on the front of food and drinks high in nutrients of concern (e.g., added sugar, sodium, or saturated fat) are becoming increasingly common as an obesity prevention strategy. Colombia, a country with growing prevalence of obesity, is considering implementing a similar policy. The objective of this study was to assess perceptions and reactions to different warning designs. We conducted a randomized experiment in an online panel of adults age > 18y (n = 1997). Participants were randomized to view one of four labels: a control label (barcode), an octagon warning, a circle warning, and a triangle warning. Participants viewed their randomly assigned label on a series of products and answered questions (continuous outcomes ranged from 1–4). Compared to the control, all warnings led to higher perceived message effectiveness (increase in mean from 1.79 in the control to 2.59–2.65 in the warning conditions, p < 0.001), a higher percentage of participants who correctly identified products high in nutrients of concern (from 48% in the control condition to 84–89% in the warning conditions, p < 0.001), and reduced intentions to purchases these products (decrease in mean from 2.59 to 1.99–2.01 in the warning conditions, p < 0.001). Relative to the control, warnings performed similarly across education levels, suggesting this policy would be equitable in Colombia. Looking at differences by warning type, the pattern of results suggested that the octagon warnings performed best. After viewing all label types, 49% of participants selected the octagon warning as the one that most discouraged them from consuming products high in nutrients of concern, while 21% and 27% selected the circle and triangle warning. Colombian policymakers should consider the octagon warning as part of a front-of-package labeling policy to help consumers identify and reduce consumption of foods and drinks high in nutrients of concern.

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Section: Methodsmentioning

confidence: 99%

Designing an Effective Front-of-Package Warning Label for Food and Drinks High in Added Sugar, Sodium, or Saturated Fat in Colombia: An Online Experiment

Taillie¹,

Hall²,

Gómez

et al. 2020

Nutrients

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“…39 and perceived message effectiveness (PME) (the three-item University of North Carolina (UNC) PME Scale: for example, 'This message discourages me from wanting to vape'). 40 After participants evaluated all three warnings, the survey assessed the primary outcome of intentions to quit vaping among current e-cigarette users (three items). 41 The survey also assessed interest in e-cigarette use among current e-cigarette users (ie, planned to stop (coded as 1), decrease (2), continue (3) or increase (4) vaping); interest in cigarette use among current smokers (ie, planned to stop (coded as 1), decrease (2), continue (3) or increase (4) smoking); and interest in cigarette use among non-smokers (ie, planned to start smoking (no coded as 0, yes coded as 1).…”

Section: Methodsmentioning

confidence: 99%

Impact of e-cigarette health warnings on motivation to vape and smoke

Brewer¹,

Jeong

Hall³

et al. 2019

Tob Control

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BackgroundA prevailing hypothesis is that health warnings for electronic cigarettes (e-cigarettes) could drive people away from vaping and towards smoking cigarettes. We consider an alternative hypothesis that e-cigarette warnings discourage both vaping and smoking.MethodsParticipants were a national convenience sample of 2218 US adults who used e-cigarettes, cigarettes or both. In August 2018, we randomised participants to one of three warning types (control text about littering, text-only e-cigarette warning or pictorial e-cigarette warning). We further randomised participants viewing e-cigarette warnings to one of three topics (nicotine addiction, health hazards of use, or both health hazards and harms of use). The preregistered primary outcome was intentions to quit vaping among e-cigarette users. Secondary outcomes included interest in smoking and Tobacco Warnings Model constructs: attention, negative affect, anticipated social interactions and cognitive elaboration.ResultsText warnings elicited higher intentions to quit vaping than control among e-cigarette users (d=0.44, p<0.001), and pictorial warnings elicited still higher intentions to quit vaping than text (d=0.12, p<0.05). Text warnings elicited lower interest in smoking compared with control among smokers (p<0.05); warnings had no other effects on interest in smoking among smokers or non-smokers. Text warnings about health hazards elicited higher intentions to quit vaping than nicotine addiction warnings. E-cigarette warnings also increased Tobacco Warnings Model constructs.DiscussionE-cigarette health warnings may motivate users to quit vaping and discourage smoking. The most promising warnings include health hazards (other than nicotine addiction) and imagery. We found no support for the hypothesis that e-cigarette warnings could encourage smoking cigarettes.

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“…3) Chilean Warning Labels (WL) in red. Red WL were used because previous work in Mexican consumers has demonstrated this color increased label acceptability [29] and discouragement from wanting to consume unhealthy drinks [30], both of which are predictors of the effectiveness of FOP labels [5,25,31] Intervention After allocation, participants viewed a video explaining how to correctly interpret the assigned label (the prompt to make their choices with specific nutrients-to-limit in mind). We used official videos used in each country (i.e.…”

Section: ) Ecuadorian Multiple Traffic Lights (Mtl)mentioning

confidence: 99%

Impact of front-of-pack nutrition labels on consumer purchasing intentions: a randomized experiment in low- and middle-income Mexican adults

et al. 2020

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Background: Front-of-pack (FOP) nutrition labeling is a cost-effective strategy to help consumers make informed and healthier food choices. We aimed to investigate the effect of the FOP labels used in the Latin American region on consumers' shopping intentions when prompted to make their choices with specific nutrients-to-limit in mind among low-and middle-income Mexican adults (> 18 y). Methods: In this experimental study of an online simulated shopping situation participants (n = 2194) were randomly assigned to one of three labeling conditions: Guideline Daily Amounts (GDA), Multiple Traffic Lights (MTL), or red Warning Labels (WL). Participants were required to view a video explaining how to correctly interpret the assigned label. Primary outcomes were the overall nutritional quality (estimated using the Nutrient Profiling Scoring Criterion [NPSC] and NPSC baseline score) and mean energy and nutrient content of purchases. Secondary outcomes included shopping time variables. We also evaluated the impact of the labels across food categories (ready-made foods, dairy beverages, non-dairy beverages, salty snacks, and breakfast cereals) and sociodemographic subgroups.Results: The MTL and the WL led to a better overall nutritional quality of the shopping cart compared to the GDA (p < 0.05). According to the NPSC score, the WL led to a better nutritional quality across breakfast cereals and salty snacks compared to the GDA (p < 0.05); a similar effect was observed for the MTL among non-dairy beverages (p < 0.05). The MTL and the WL required shorter shopping times compared to GDA (p < 0.05). Across all labeling conditions, the nutritional quality of the shopping cart tended to be lower among those with low income, education and nutrition knowledge levels.Conclusion: WL and MTL may foster healthier food choices in a faster way among low-and middle-income groups in Mexico. To produce an equitable impact among consumers of all socioeconomic strata, efforts beyond simply the inclusion of a communication campaign on how to use and interpret FOP labels will be required.(Continued on next page)

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UNC Perceived Message Effectiveness: Validation of a Brief Scale

Cited by 83 publications

References 55 publications

Designing an Effective Front-of-Package Warning Label for Food and Drinks High in Added Sugar, Sodium, or Saturated Fat in Colombia: An Online Experiment

Designing an Effective Front-of-Package Warning Label for Food and Drinks High in Added Sugar, Sodium, or Saturated Fat in Colombia: An Online Experiment

Impact of e-cigarette health warnings on motivation to vape and smoke

Impact of front-of-pack nutrition labels on consumer purchasing intentions: a randomized experiment in low- and middle-income Mexican adults

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