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.
