Carins Julia E, Rundle-Thiele Sharyn R, Parkinson Joy E
Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University, 170 Kessels Road, Nathan, Qld 4111, Australia.
Health Promot J Austr. 2016 May 4;27(2):94-101. doi: 10.1071/HE15029.
Methods are needed to accurately measure and describe behaviour so that social marketers and other behaviour change researchers can gain consumer insights before designing behaviour change strategies and so, in time, they can measure the impact of strategies or interventions when implemented. This paper describes a photographic method developed to meet these needs. Direct observation and photographic methods were developed and used to capture food-selection behaviour and examine those selections according to their healthfulness. Four meals (two lunches and two dinners) were observed at a workplace buffet-style cafeteria over a 1-week period. The healthfulness of individual meals was assessed using a classification scheme developed for the present study and based on the Australian Dietary Guidelines. Approximately 27% of meals (n = 168) were photographed. Agreement was high between raters classifying dishes using the scheme, as well as between researchers when coding photographs. The subset of photographs was representative of patterns observed in the entire dining room. Diners chose main dishes in line with the proportions presented, but in opposition to the proportions presented for side dishes. The present study developed a rigorous observational method to investigate food choice behaviour. The comprehensive food classification scheme produced consistent classifications of foods. The photographic data collection method was found to be robust and accurate. Combining the two observation methods allows researchers and/or practitioners to accurately measure and interpret food selections. Consumer insights gained suggest that, in this setting, increasing the availability of green (healthful) offerings for main dishes would assist in improving healthfulness, whereas other strategies (e.g. promotion) may be needed for side dishes. Visual observation methods that accurately measure and interpret food-selection behaviour provide both insight for those developing healthy eating interventions and a means to evaluate the effect of implemented interventions on food selection.
需要有方法来准确测量和描述行为，以便社会营销人员和其他行为改变研究人员在设计行为改变策略之前能够深入了解消费者，从而及时衡量策略或干预措施实施后的影响。本文介绍了一种为满足这些需求而开发的摄影方法。开发并使用了直接观察法和摄影方法来捕捉食物选择行为，并根据其健康程度对这些选择进行研究。在一周的时间里，在一家 workplace 自助式餐厅观察了四餐（两顿午餐和两顿晚餐）。使用为本研究开发的、基于澳大利亚饮食指南的分类方案评估每餐的健康程度。大约27%的餐食（n = 168）被拍照。使用该方案对菜品进行分类的评分者之间以及研究人员在对照片进行编码时的一致性都很高。照片子集代表了整个餐厅观察到的模式。用餐者选择主菜的比例与提供的比例一致，但与配菜的比例相反。本研究开发了一种严谨的观察方法来调查食物选择行为。全面的食物分类方案对食物进行了一致的分类。发现摄影数据收集方法可靠且准确。将这两种观察方法结合起来，使研究人员和/或从业者能够准确测量和解释食物选择。获得的消费者见解表明，在这种情况下，增加主菜中绿色（健康）菜品的供应将有助于提高健康程度，而配菜可能需要其他策略（如促销）。准确测量和解释食物选择行为的视觉观察方法，既能为制定健康饮食干预措施的人员提供见解，也能提供一种手段来评估已实施干预措施对食物选择的影响。
