The Effectiveness of Empowerment Versus Fear Messaging on Sugary Beverage Consumption Intentions Among Young Adult Latinas

Abstract

Excessive sugar-sweetened beverage (SSB) consumption poses a significant public health concern, particularly among historically marginalized populations targeted by industry marketing. This study compares the effectiveness of empowerment-based versus fear-based messaging on individual sugary beverage consumption intention and critical health literacy among Latinas aged 18 to 29 years (N = 231). Participants were randomized online to view either an empowerment-based video highlighting the risks of sugary beverage consumption and the beverage industry’s manipulative practices or a usual care fear-based video centering on individual behaviors and risks. Between- and within-subject analyses were conducted using analysis of variance (ANOVA) and repeated ANOVA. Results revealed that empowerment-based messages were perceived as more effective (p < .001, η² = 0.12) and generated less reactance (p < .05, η² = 0.02). The empowerment-based messages also yielded significantly greater improvements in media literacy scores (d = 0.40 vs. 0.05, p < .01) and community control (d = 0.49 vs. 0.15, p < .01) and effectiveness of actions (d = 0.47 vs. 0.28, p < .05). Results suggest empowerment messaging strategies could effectively counter industry marketing while fostering critical awareness and collective action.

Keywords

empowerment sugary beverage consumption critical health literacy racialized marketing message design health behavior change

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