Curtin University, Australia.
Curtin University, Australia.
Appetite. 2021 Nov 1;166:105428. doi: 10.1016/j.appet.2021.105428. Epub 2021 Jun 2.
The purpose of this research is to examine: (1) the health-related factors namely perceived health consciousness and perceived risk that motivate a person's intention to avoid junk food consumption, and (2) the influence of regulatory focus (promotion vs prevention foci) on a person's intention to avoid junk food consumption under the conditions of gain-framing vs loss-framing health communication and messages. A set of hypotheses are tested across three studies. Study 1 (n = 148) shows that regulatory focus influences the consumers' intention to avoid junk food. Also, health consciousness mediates the relationship between regulatory focus and junk food avoidance intention. Study 2 (n = 132) finds that perceived risk amplifies the relationship between regulatory focus and health consciousness. Study 3 (n = 168) demonstrates that message framing combined with the appropriate regulatory focus positively influences the consumers' intention to avoid junk food. The findings validate and extend the current theoretical framework in relation to unhealthy eating behaviours (e.g., junk food consumption). Based on the findings of this research, the practitioners can utilise the correct type of health information or claims for the appropriate consumer segment (whether prevention or promotion foci) to effectively implement campaigns and programs.
（1）与健康相关的因素，即感知健康意识和感知风险，这些因素激发了人们避免食用垃圾食品的意愿；（2）在增益框架和损失框架的健康传播和信息条件下，调节焦点（促进焦点与预防焦点）对人们避免食用垃圾食品的意愿的影响。通过三项研究检验了一组假设。研究 1（n=148）表明，调节焦点影响消费者避免食用垃圾食品的意愿。此外，健康意识在调节焦点和避免垃圾食品意愿之间的关系中起中介作用。研究 2（n=132）发现，感知风险放大了调节焦点和健康意识之间的关系。研究 3（n=168）表明，信息框架与适当的调节焦点相结合，积极影响消费者避免食用垃圾食品的意愿。这些发现验证并扩展了与不健康饮食行为（如垃圾食品消费）相关的现有理论框架。基于本研究的结果，从业者可以为适当的消费群体（预防或促进焦点）利用正确类型的健康信息或声明，以有效地实施活动和计划。
