Effects of Sugary Drink Countermarketing Videos on Caregivers’ Attitudes and Intentions to Serve Fruit Drinks and Toddler Milks to Young Children
This study tested the effects of countermarketing videos addressing common misperceptions about ingredients and claims on children’s sugary drinks. An online randomized controlled experiment was conducted in January 2021 with US caregivers (n = 600) of young children (aged 8‒37 months) to assess the effects of watching countermarketing versus control videos on intentions to serve sugary and healthy drinks and attitudes about fruit drinks and toddler milks. The countermarketing videos significantly reduced positive attitudes about fruit drinks and toddler milks, reduced intentions to serve both, and increased intentions to serve plain milk versus control videos . Intentions differed by individual characteristics, but the videos remained effective after controlling for these characteristics.
Full citation: Harris, J. L., Phaneuf, L., & Fleming-Milici, F. (2022). Effects of Sugary Drink Countermarketing Videos on Caregivers’ Attitudes and Intentions to Serve Fruit Drinks and Toddler Milks to Young Children. American Journal of Public Health, 112(S8), S807-S816. https://doi.org/10.2105/AJPH.2022.307024