The Effect of Message Framing in Promoting the Mediterranean Diet: The Moderating Role of Eating Self-Efficacy

Legumes or Meat? The Effectiveness of Recommendation Messages towards a Plant-Based Diet Depends on People's Identification with Flexitarians

In the present research, we analyzed how to promote a plant-based diet by involving 428 volunteers in a 2-week mobile app intervention. We compared messages promoting the addition of legumes versus messages promoting the replacement of meat with legumes. Messages were either combined or not combined with dynamic norms (i.e., information that more and more people are enacting the behavior). We compared these messages with a control condition (i.e., no message intervention) and we also analyzed the moderation effect of receivers' identification with flexitarians (i.e., people who occasionally eat animal products) and attitudes towards them. In the short term, addition messages increased legume consumption more than replacement messages, especially in people with a negative evaluation of flexitarians and low identification with them. In the long term, increased legume consumption was recorded only when addition messages were combined with dynamic norms. As for meat consumption, the replacement messages were more effective in reducing it in the short term than in the long term, especially in people with positive attitudes towards flexitarians. However, replacement messages combined with dynamic norms were more effective in the long term than in the short term. These results advance our comprehension of how to tailor dietary messages.

Affective components in promoting physical activity: A randomized controlled trial of message framing

Although the study of the affective components involved in predicting physical activity is spreading faster and faster, there is a lack of studies testing their role when promoting physical activity through message interventions. In the present study, we considered these components by focusing on how anticipated affective reactions and emotional processing of the messages influence receivers’ affective attitude toward physical activity, concurrent behavior, and future intention. A sample of 250 participants was involved in an intervention relying on prefactual (i.e., “If … then…”) messages promoting physical activity. All messages were sent through a research app and were focused on the expected consequences of exercising (or not exercising). Four experimental conditions involving messages differing as to their outcome sensitivity framing (i.e., gain, non-loss, non-gain, and loss) were compared to a control condition. Results showed that reading gain and non-gain messages enhanced the positive affective attitude toward physical activity, compared to control. Enhanced affective attitude after the intervention increased, in turn, self-reported physical activity and future intention. Interestingly, gain messages were even more persuasive for people with a low level of positive anticipated affective reactions. Furthermore, their effectiveness was especially attributable to the elicitation of hope in receivers. Discussion focuses on the advantages of considering affective components and their implications when promoting physical activity.