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Impact of Tailored Messages to Change Towards a Plant-Based Diet: Media Effects, Behavioral Change and Practical Implications

Wiemer, Lena
http://orcid.org/0000-0001-8855-4515
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1530929650105597

Abstract Details

2018, Master of Science (MS), Ohio University, Journalism (Communication).
Convincing Western society of a "nutrition turnaround" towards more plant-based eating habits is imperative to save the planet and the health of society. Wiemer (2018) examined the media effects of tailored (to internal or external motivations) video messages on people's progress and intention to change towards a plant-based, vegan diet. Consistent with her hypotheses, participants' intention, perceived behavioral control and moral obligation to follow a plant-based, vegan diet was positively strengthened by watching a tailored intervention message. Pro-vegan advocacy journalists and NGO campaigners are therefore advised to tailor the content of their pro- vegan communication to appeal more effectively to narrower target groups. However, they can better affect their audiences' attitudes and perceived social pressure through campaigns that integrate veganism into everyday life and turn it into a socially accepted and desired behavior over time. Conceptualizing vegan eating habits as social practice, rather than a cognitive choice, opens up new approaches to intervention and advocating communication strategies.
Anne Bartsch, Prof. (Committee Chair)
Parul Jain, Dr. (Committee Member)
Alexander Godulla, Prof. (Committee Member)
90 p.
Communication; Journalism
plant-based diet; tailored communication; media effects; behavioral change; theory of planned behavior; stages of change; TPB; SOC; veganism

Recommended Citations

Citations

  • Wiemer, L. (2018). Impact of Tailored Messages to Change Towards a Plant-Based Diet: Media Effects, Behavioral Change and Practical Implications [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1530929650105597

    APA Style (7th edition)

  • Wiemer, Lena. Impact of Tailored Messages to Change Towards a Plant-Based Diet: Media Effects, Behavioral Change and Practical Implications. 2018. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1530929650105597.

    MLA Style (8th edition)

  • Wiemer, Lena. "Impact of Tailored Messages to Change Towards a Plant-Based Diet: Media Effects, Behavioral Change and Practical Implications." Master's thesis, Ohio University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1530929650105597

    Chicago Manual of Style (17th edition)

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© 2018, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.