Health Contented: Q11 Level of health emphasis and involvement
Level: Somewhat disagree
Question: q11
Core statement: I am always on the lookout for information about nutrition and healthy dieting
Response: Somewhat disagree
Intrinsic Motivation: I’m not that motivated to eat healthy. I eat what I want to eat. Eating supposedly healthy foods is just not a priority for me.
Recommendations: Focus on the fact that these adults make little efforts at maintaining good health. The rarely bother with eating nutritionally.
Themes: Visual or auditory cues should show an individual who looks like he or she gives little thought or effort to proper diet (e.g., appearing very thin and poorly fed, or over weight or obese, sedentary or perhaps frail). Surroundings should communicate poor eating habits (e.g., potato chips, soft drinks, beer nuts, candy, smoking). A medical professional or peer can be portrayed as saying, "Who really has the time or desire to watch what we eat every day."
Further considerations: The physical traits portrayed for the target audience should show or speak to someone in less than optimum physical shape and with a low activity level.
Appeal style: Hedonic (emotional or fantasy), avoid explicit references to healthy dieting.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points - keep it simple as to any nutritional focus.
Content emphasis: Active visuals and message elements that do not emphasize a nutrition theme.
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate a better nutritional diet.
Humor: Use humor to show nutritional benefits
Drawing conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and validate the person who does not focus on good nutrition, but then give them a reason why they should and how your services or products will support them.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Somewhat disagree
Question: q11
Core statement: I am always on the lookout for information about nutrition and healthy dieting
Response: Somewhat disagree
Intrinsic Motivation: I’m not that motivated to eat healthy. I eat what I want to eat. Eating supposedly healthy foods is just not a priority for me.
Recommendations: Focus on the fact that these adults make little efforts at maintaining good health. The rarely bother with eating nutritionally.
Themes: Visual or auditory cues should show an individual who looks like he or she gives little thought or effort to proper diet (e.g., appearing very thin and poorly fed, or over weight or obese, sedentary or perhaps frail). Surroundings should communicate poor eating habits (e.g., potato chips, soft drinks, beer nuts, candy, smoking). A medical professional or peer can be portrayed as saying, "Who really has the time or desire to watch what we eat every day."
Further considerations: The physical traits portrayed for the target audience should show or speak to someone in less than optimum physical shape and with a low activity level.
Appeal style: Hedonic (emotional or fantasy), avoid explicit references to healthy dieting.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points - keep it simple as to any nutritional focus.
Content emphasis: Active visuals and message elements that do not emphasize a nutrition theme.
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate a better nutritional diet.
Humor: Use humor to show nutritional benefits
Drawing conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and validate the person who does not focus on good nutrition, but then give them a reason why they should and how your services or products will support them.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)