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When Is Congruency Helpful? Interactive Effects of Frame, Motivational Orientation, and Perceived Message Quality on Fruit and Vegetable Consumption
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Orientador(es)
Resumo(s)
Health messages framed to be congruent with people’s motivational orientation have been shown to be generally effective in promoting
health behavior change, but some inconsistencies have been found. This study tested whether the perceived quality of a health message
moderated the congruency effect in the domain of fruit and vegetable (FV) consumption. Undergraduate participants (N = 109) read a health
message promoting FV intake in which the frame (gain vs. loss) was either congruent or incongruent with their approach/avoidance
motivational orientation. Perceived message quality and intention to increase FV intake were assessed after message exposure, and selfreported FV intake was assessed one week later. A significant interaction between congruency and perceived message quality was found on
both intention and FV intake. When messages were congruent, higher intentions and FV intake were observed when perceived message
quality was high, but the reverse pattern was observed when perceived message quality was low. The findings support the potential utility
of using congruently-framed messages to promote fruit and vegetable consumption, while also underscoring the necessity of using highquality messages in order for congruency to influence health-related behaviors.
Descrição
This study was supported by a grant from the Portuguese Foundation for Science and Technology (FCT), with the reference SFRH/BD/66193/2009, awarded to the first author.
Palavras-chave
Eating psychology Fruit Health communication Health promotion methods Vegetables Motivation Adolescent Adult
Contexto Educativo
Citação
Godinho, C., Updegraff, J., Alvarez, M.-J., & Lima, L. (2017). Interactive effects of frame, motivational orientation and perceived message quality on fruit and vegetable consumption. Journal of Health Communication, 22(12), 942-950. https://doi.org/10.1080/10810730.2017.1382614
Editora
Taylor & Francis