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

Publication Date

5-22-2025

Document Type

Article

Publication Title

Health Education and Behavior

Volume

52

Issue

6

DOI

10.1177/10901981251341294

First Page

701

Last Page

706

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.

Funding Number

K01CA190659

Funding Sponsor

National Cancer Institute

Keywords

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

Department

Nutrition, Food Science and Packaging

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