文章基本信息

标题：The Food Factor: Relating Brand Viewership to Behavior and Behavioral Intention
本地全文：下载
作者：McKayla Brubaker Nichols ; McKayla Brubaker Nichols ; Quisto Settle 等
期刊名称：Journal of Human Sciences and Extension
印刷版ISSN：2325-5226
电子版ISSN：2325-5226
出版年度：2021
卷号：9
期号：2
页码：40-59
语种：English
出版社：Mississippi State University
摘要：Mississippi residents (n = 404) were surveyed to determine how The Food Factor brand viewership impacted their behavior and behavioral intention. The Food Factor is a weekly Extension mass media program that communicates researchbased information about food, nutrition, and healthy lifestyles. A researcherdeveloped instrument was used to collect information about behavior and behavioral intent, as well as perceptions of The Food Factor using Qualtrics from a representative sample. Respondents were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency and their nutritionrelated behaviors and behavioral intention to create a behavioral score. Nonviewers were also asked about their nutrition-related behaviors and behavioral intention to compare to viewers. The majority of viewers’ results indicated they were casual viewers. On average, viewers had a slightly higher behavioral score than non-viewers. There was no statistically significant correlation between viewing frequency and viewers’ behavioral scores. Overall, it was uncertain if the brand had meaningful effects on viewers. Recommendations include future studies on the use of branding in social marketing programs and other mass media programs in other states, and further evaluation of The Food Factor brand.
关键词：mass media;social marketing;Extension;behavior;behavioral intent; branding