Reducing Processed Meat Consumption: the effectiveness of Message Focus and Temporal Frame on cognitions and behaviour.

Student, A. (2017) Reducing Processed Meat Consumption: the effectiveness of Message Focus and Temporal Frame on cognitions and behaviour. Masters theses, University of Chichester.

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Processed meat consumption has been associated with obesity, coronary heart disease, diabetes and cancer, which reduce individual’s quality of life and costs the NHS billions every year. Story narratives have been used effectively in changing health behaviours, including diet, but there is no research specific to processed meat consumption. The current study examines the effect of story narratives on processed meat consumption, with participants randomly presented with one of four messages: short-term health, long-term health, short-term environment or long-term environment, measuring the role of temporal frame and message focus. Temporal frame has been explored in previous research and found that the time frame a message is presented in can have an influence on the outcome behaviour. However, this has not been explored with direct (health) and indirect (environment) message focus. Two hundred and fifty two participants completed two online questionnaires. Participants’ processed meat consumption, intentions, attitudes, perceived behavioural control and subjective norms for consuming processed meat products where obtained at baseline and again, 7 days later. Results found that message focus had a significant effect on processed meat consumption after the intervention with those who received an environmental message reporting less processed meat consumption. There were no effects of temporal frame. The results suggest that indirect (environmental) messages are more persuasive in changing health behaviour than direct (health) messages. Further exploration of the data found that there was a significant effect of the interaction between message focus and temporal frame on intentions to reduce processed meat consumption behaviour after the intervention. There was also a significant interaction between message focus and temporal frame on attitudes and significant effect of message focus on subjective norms after the intervention. Potential future research and limitations of the present study are discussed.

Publication Type: Theses (Masters)
Additional Information: MSci Advanced Applied Psychology
Uncontrolled Keywords: processed meat, health, environment, story narratives, temporal frame, message focus
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Academic Areas > Institute of Education, Social and Life Sciences > Psychology
Student Research > Masters
Depositing User: Wendy Ellison
Date Deposited: 10 Aug 2017 12:27
Last Modified: 03 Mar 2023 09:33

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