ABSTRACT

The present study examined how negative feelings induced by anti-obesity Public Service Announcements (PSAs) influence viewers’ emotional processing of subsequent food commercials. We also investigated how this viewing experience differentially influenced viewers’ explicit and implicit attitudes toward high-calorie foods, thereby influencing their behavioral intentions towards healthy eating. In an experiment, participants first watched a series of non-obesity PSAs followed by commercials for high-calorie, low-calorie, and non- food commercials. Next, they were exposed to a set of stigmatizing anti-obesity PSAs followed by the same types of commercials. Continuous response measurements (CRM) demonstrated that viewers experienced more negative feelings during anti-obesity PSAs than during non-obesity PSAs and that they also experienced more negative feelings during high-calorie food commercials compared to low-calorie food commercials when these ads were preceded by the anti-obesity PSAs. In turn, both regular-weight and overweight viewers reported less positive explicit attitudes toward high-calorie foods. Regular-weight viewers also had lower implicit attitudes toward high-calorie foods, leading to lower behavioral intentions toward healthy eating. In contrast, overweight viewers had more positive implicit attitudes toward high-calorie foods resulting in stronger intentions toward healthy eating.

摘要

本研究调查了反肥胖公共服务公告 (PSA) 引起的负面情绪如何影响观众对后续食品广告的情绪处理。我们还调查了这种观看体验如何不同地影响观众对高热量食物的显性和隐性态度，从而影响他们对健康饮食的行为意图。在一项实验中，参与者首先观看了一系列非肥胖公益广告，然后是高热量、低热量和非食品广告。接下来，他们接触了一组带有侮辱性的抗肥胖 PSA，然后是相同类型的广告。持续响应测量 (CRM) 表明，与非肥胖 PSA 相比，观看者在抗肥胖 PSA 期间体验到更多的负面情绪，并且在这些广告之前，与低热量食品广告相比，他们在高热量食品广告期间也经历了更多负面情绪通过抗肥胖公益广告。反过来，正常体重和超重的观众都报告了对高热量食物不太积极的明确态度。体重正常的观众对高热量食物的内隐态度也较低，导致对健康饮食的行为意图较低。相比之下，超重的观众对高热量食物有更积极的内隐态度，导致更倾向于健康饮食。