Ryan Vereen, Ph.D. Candidate
Houseman School of Journalism and Media

Title: Culturally-Informed Sugar-Sweetened Beverage Consumption Reduction Messages for Black Women

Abstract: Sugary drink consumption and corresponding health outcomes, like obesity, are pertinent public health concerns among Black women. Health campaigns are a promising tool to promote health preventive behaviors. In this study, I developed and assessed the intended effect of evidence-based sugary drink consumption reduction messages for Black women. I also sought to determine whether Black women intend to share these campaign messages and gain insight into the context (i.e., with whom, where, and why) in which sugary drink consumption behaviors take place. 

A survey of N=165 middle-aged Black women indicated that messages that had an appearance-focused theme were uniquely promising. These messages have relatively high perceived message effectiveness (PME) to change sugary drink consumption behaviors and were perceived as being more culturally relevant than other themes. Most sugary drinks were consumed at home, but about one quarter of sugary drinks were also consumed outside of the home, at work, or restaurants. Many Black women reported consuming sugary drinks to go with a meal or because they were craving it.

Using three messages from the survey, a culturally-informed campaign was designed. An experiment was conducted with N=502 Black women comparing the effects of a culturally-informed campaign, general audience campaign, and a control on intentions to change consumption behavior. Findings differed by weight category. Final analyses are in progress.