Modeling message preferences: An adaptive conjoint analysis of persuasive messaging to increase fruit and vegetable consumption

Abstract

Few past studies have used conjoint analysis to assess message design features and even fewer have looked at health issues. This research applies conjoint analysis to the quest to design motivational messages for African Americans at risk for diet-related adverse health outcomes (e.g., heart disease) in Kentucky. African American health in the state of Kentucky can benefit from a diet high in fruit and vegetable consumption, but little past research has been conducted with African American Kentuckians to explore the best message structure for communicating about increased fruit and vegetable consumption. This study reports on the outcome of the final phase of formative campaign research. We use an adaptive conjoint analysis to identify the most important elements of message design for this group of Kentucky residents. Results indicate that the message's source (i.e., the person delivering the message) is the most important design element for creating persuasive health messaging about fruit and vegetables for African Americans in Kentucky, followed by the stated benefit of eating more fruit and vegetables and the manner in which the behavior is described, respectively. To our knowledge, this study is the first to treat campaign message features as the subject of a conjoint analysis in order to identify which combination of features might be most motivating for a specific target audience. Recommendations for future health communication campaign application, as well as future research are discussed.

Keywords:

• Message design
• Conjoint analysis
• Fruit and vegetable consumption
• Health communication
• Message source
• Framing
• African Americans

Acknowledgments

In the design of our methodology, we would like to acknowledge Lisa Markowitz, anthropology, and the late Clarence Talley, sociology. Additionally, we would like to thank Keneka Cheatham, Ricky Cheatham, Howard Gray, III, Raymond Poindexter, and the staff at Tru Elegance beauty shop, as well as the management of the Bradford Square Mall and Shopping Center, the Comfort Suites, and the Hampton Inn and Suites in Hopkinsville for their assistance during data collection. Our deepest thanks are also offered to Ralph Merkel and Park Duvalle Homeowners Association, Portia White and Metro Parks and Recreation, Stacy Bailey-Ndiaye, Bridge Kids International and African Heritage Festival, Councilwoman Cheri Bryant Hamilton in Louisville.

Disclaimer statements

Contributors Lindsay J. Della was the principal investigator of the grant. She was integral in the design and implementation of data collection and was the primary author on this paper. Margaret U. D'Silva was a senior researcher on the grant and heavily participated in the design of the study as well as data collection. She aided with data interpretation and the identification of substantive conclusions, and provided important substantive suggestions for the revision of this manuscript. Latrica E. Best contributed to the design and development of the ACA survey, assisting with data collection in the field, and consulting on data analysis results for the development of this manuscript. Quaniqua N. Carthan spearheaded data collection efforts for this survey and contributed to this paper with her intimate knowledge of data collection issues and challenges. Her knowledge informed critical decisions in data analysis, interpretation, and manuscript development. Siobhan E. Smith heavily participated in the design of this study as well as data collection for this manuscript. She also was critical to the substantive theoretical development of this manuscript. Theresa A. Rajack-Talley aided in the sampling design of this study, providing insight into optimal methods for working with and collaborating with local African American gatekeepers and sponsors in the field. She reviewed this manuscript critically for race-based ethical concerns.

Conflict of interest None.

Ethics approval Ethics approval for this study was granted by the University of Louisville's Institutional Review Board.

Additional information

Funding

This work was supported by the National Heart, Lung, and Blood Institute at the National Institutes of Health (Grant 5R21HL108190-02). However, its contents are the sole responsibility of the authors and do not necessarily represent the official views of the National, Heart, Lung, and Blood Institute or the National Institutes of Health.

Notes on contributors

Lindsay J. Della

Lindsay J. Della is an associate professor in the Department of Communication at the University of Louisville. As a social marketer, she studies how communication can be used to influence lifestyle-related behavior affecting the public's health.

Margaret U. D'Silva

Margaret U. D'Silva is a professor of Communication at the University of Louisville. She has research interests in the intersection of intercultural communication, media, and health.

Latrica E. Best

Latrica E. Best is an associate professor of Pan-African Studies and Sociology at the University of Louisville. Her research focuses on race/ethnic and gender differences in population health across the life course.

Siobhan E. Smith

Siobhan E. Smith is an associate professor in the Department of Communication at the University of Louisville. She teaches courses in mass media, race, and culture. Her research interests include the portrayals of race and gender in the media.

Quaniqua N. Carthan

Quaniqua N. Carthan was a graduate research assistant on this study. Currently, she is the program coordinator for the Department of Safe and Healthy Neighborhoods in the City of Louisville. She works to create programs that reduce violence and engender a culture of safety in the city.

Theresa A. Rajack-Talley

Theresa A. Rajack-Talley is an associate professor of Pan-African Studies. Her research covers the African Diaspora and focuses on race/ethnicity, gender, and social inequality.