Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia; Melbourne School of Psychological Sciences, The University of Melbourne, Parkville, Victoria, Australia; School of Psychology, Curtin University, Bentley, Western Australia, Australia.
Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.
Soc Sci Med. 2020 Dec;266:113415. doi: 10.1016/j.socscimed.2020.113415. Epub 2020 Oct 10.
Unhealthy, energy-dense nutrient-poor foods and beverages are heavily promoted through sport sponsorship. This naturalistic trial assessed whether exposing young adult spectators to various types of counter-advertising (CA) before watching an unhealthy food sponsored elite sporting event could diminish sponsorship effects and increase support for restrictions on sponsorship.
Young adults (ages 18-29 years) who planned to watch the Australian Football League (AFL) Grand Final were recruited through an online panel and randomly assigned to one of four conditions: (A) control (neutral advertisement); (B) anti-industry CA (critiquing unhealthy food industry sponsorship of sport); (C) anti-product CA (critiquing the association of sports stars with unhealthy food); or (D) negative health effects CA (highlighting negative health consequences of unhealthy food consumption). Participants (N = 1316) completed a pre-test questionnaire and viewed their assigned CA online 1-3 days before watching the 2017 AFL Grand Final, which featured unhealthy food sponsorship.
Participants who reported watching the AFL Grand Final (n = 802) answered post-test measures within five days of the event. Results indicated that participants found the anti-industry CA more believable, attention-grabbing, reassuring and encouraging than the anti-product CA. The anti-industry CA promoted less favourable attitudes to sponsor brands, the anti-product CA promoted reduced intentions to purchase the fast-food sponsor brand, and the negative health effects CA reduced preferences for fast food in general compared to the control condition.
Anti-industry CA may detract from favourable attitudes to unhealthy food sponsor brands and negative health effects CA may detract from intentions to consume fast food in the face of unhealthy food sponsorship exposure. Such interventions may require higher dosage levels than applied in the present study to bolster spectators' resistance to the surfeit of unhealthy food sport sponsorship.
不健康、高能量、低营养的食物和饮料通过体育赞助得到了大量推广。本自然试验评估了在观看赞助不健康食品的精英体育赛事之前，向年轻观众展示各种类型的反广告（CA）是否可以减少赞助影响并增加对赞助限制的支持。
计划观看澳大利亚足球联赛（AFL）总决赛的年轻成年人（18-29 岁）通过在线小组招募，并随机分配到以下四个条件之一：（A）对照组（中性广告）；（B）反行业 CA（批评不健康食品行业对体育的赞助）；（C）反产品 CA（批评体育明星与不健康食品的关联）；或（D）负面健康影响 CA（强调不健康食品消费的负面健康后果）。参与者（N=1316）在观看 2017 年 AFL 总决赛前 1-3 天在线完成了预测试问卷和他们分配的 CA，该总决赛有不健康食品赞助。
报告观看 AFL 总决赛的参与者（n=802）在活动后五天内回答了测试后测量。结果表明，参与者认为反行业 CA 比反产品 CA 更可信、引人注目、令人安心和鼓舞。反行业 CA 对赞助商品牌的态度不利，反产品 CA 减少了购买快餐赞助商品牌的意图，负面健康影响 CA 减少了对快餐的偏好，与对照组相比。
反行业 CA 可能会削弱对不健康食品赞助商品牌的有利态度，负面健康影响 CA 可能会削弱在面对不健康食品赞助时消费快餐的意图。与本研究中应用的剂量相比，此类干预措施可能需要更高的剂量水平，以增强观众对过量不健康食品体育赞助的抵抗力。
