Probing Consumer Benefits and Barriers for the National 5 A Day Campaign: Focus Group Findings

Autor:	Deborah Lurie, Ellen Eisner, George I. Balch, Kathleen Loughrey, Linda Weinberg
Rok vydání:	1997
Předmět:	Consumption (economics) business.industry media_common.quotation_subject Control (management) Public Health Environmental and Occupational Health Target audience Consumer research Focus group Feeling Fruits and vegetables Medicine Marketing business Social psychology Consumer behaviour media_common
Zdroj:	Journal of Nutrition Education. 29:178-183
ISSN:	0022-3182
DOI:	10.1016/s0022-3182(97)70195-x
Popis:	This research identifies benefits that target consumers from the national 5 A Day for Better Health media program find motivating, as well as barriers that these benefits must overcome. Conventional and “piggyback” focus groups were conducted with the target audience and with a comparison group (people who already eat five or more servings a day of fruits and vegetables). Consistent with prior research, target group participants saw little urgency to eating more fruits and vegetables and were not very involved with food planning. Benefits that seemed likely to encourage more consumption of fruits and vegetables were immediate benefits—such as feeling more energetic—rather than long-term benefits related to reducing health risks.Target consumers rejected as implausible or irrelevant other benefits that strategists had considered appropriate: feeling less stress and more in control and reducing one's risk of cancer. The target audience saw barriers of time and inconvenience in the “normal steps” in the comparison group's routine. Results have been used to develop communications. The findings suggest that nutrition educators should use messages with immediate consumer benefits and, consistent with prior research and theory, should offer “quick and easy” tips for consumers to attain the desired health-related behavior. The findings also underscore the importance of direct consumer research to ensure that program messages and strategies are relevant to the target audience.The study also illustrates the utility of piggyback groups to clarify differences and similarities between target and comparison segments and to assess how, if at all, comparison segments can effectively model desired consumer behavior.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::edeead967bb97dec03e7c78bc2ca43e9 https://doi.org/10.1016/s0022-3182(97)70195-x Zobrazit plný text záznamu Full Text from ScienceDirect