This research examined consumers' perceptions of the benefits and barriers to increasing dietary fiber, and their reactions to specific motivational messages and dietary change strategies. Twelve focus groups were conducted, seven for college students and five for community adults, organized by "action" or "pre-action" stage of adopting a fiber-rich diet. Those in "action" reacted more favorably to reported benefits of dietary fiber, were better able to distinguish high-fiber from low-fiber foods, and were more accepting of various fiber-rich foods than those in "pre-action". Students and adults were similar in many respects, but the health and social benefits of dietary fiber were less salient to the students, who also identified more attitudinal and access barriers to dietary change. Simple ideas for increasing dietary fiber were reviewed by the groups and additional suggestions were generated. The perceived usefulness of some of these strategies varied by stage and age group. The results indicate that consumers are not very knowledgeable of what constitutes dietary fiber, and reservations regarding access to and acceptability of high-fiber foods are common. Nor do consumers, even those who have adopted a fiber-rich diet, find the health and social benefits currently invoked to motivate fiber consumption to be particularly persuasive. Efforts to increase dietary fiber will likely be enhanced by considering a target audience's stage and age group, and the development of more compelling arguments for increased dietary fiber is definitely in order.
Learning Objectives: 1.At the conclusion of the session, the participant will be able to list the most motivating health and social benefits to increasing dietary fiber. 2.The participant will recognize the role that stage of change and age group play in consumers' perceptions of benefits to fiber. 3. The participant will be able to identify popular fiber-increasing strategies, and distinguish their suitability for those in pre-action vs. action, by college vs. adult status
Keywords: Community Health Programs, Health Communications
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: none
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.