Objectives. To test whether countermarketing messages for sugary drinks lead to lower intentions to consume sugary drinks and less perceived weight stigma than health education messages. Methods. In August 2023, we conducted an online randomized controlled trial with US adults (n = 2169). We assessed the effect of countermarketing messages, health education messages, and neutral control messages on intentions to consume sugary drinks and perceived weight stigma. Results. Both countermarketing messages (Cohen d = -0.20) and health education messages (d = -0.35) led to lower intentions to consume sugary drinks than control messages (Ps < .001). However, both types of messages elicited more perceived weight stigma than control messages (ds = 0.87 and 1.29, respectively; Ps < .001). Countermarketing messages were less effective than health education messages at lowering intentions to consume sugary drinks (d for countermarketing vs health education = 0.14) but also elicited less perceived weight stigma than health education messages (d = -0.39; Ps < .01). Conclusions. Countermarketing messages show promise for reducing sugary drink consumption while eliciting less weight stigma than health education messages, though they may need to be refined further to minimize weight stigma and maximize effectiveness. Clinical Trial Number. ClinicalTrials.gov NCT05953194. (Am J Public Health. 2024;114(12):1354-1364. https://doi.org/10.2105/AJPH.2024.307853).

中文翻译：

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关于含糖饮料的反营销与健康教育信息：一项针对美国成年人的在线随机对照试验。


目标。测试与健康教育信息相比，含糖饮料的反营销信息是否会导致消费含糖饮料的意愿降低，并减少感知到的体重耻辱感。方法。2023 年 8 月，我们对美国成年人 （n = 2169） 进行了一项在线随机对照试验。我们评估了反营销信息、健康教育信息和中性控制信息对饮用含糖饮料的意愿和感知到的体重耻辱感的影响。结果。与对照信息 （Ps < .001） 相比，反向营销信息 （Cohen d = -0.20） 和健康教育信息 （d = -0.35） 都导致饮用含糖饮料的意愿较低。然而，这两种类型的信息都比对照信息引起了更多的感知权重耻辱感（分别为 ds = 0.87 和 1.29;Ps < .001）。在降低饮用含糖饮料的意愿方面，反营销信息不如健康教育信息有效（反营销与健康教育的 d = 0.14），但也比健康教育信息引起的感知体重耻辱感更少（d = -0.39;Ps < .01）。结论。与健康教育信息相比，逆营销信息有望减少含糖饮料的消费，同时引发的体重耻辱感更少，尽管它们可能需要进一步完善，以最大限度地减少体重耻辱感并最大限度地提高效果。临床试验编号。ClinicalTrials.gov NCT05953194。（美国公共卫生杂志，2024 年;114(12):1354-1364.https://doi.org/10.2105/AJPH.2024.307853）。