Weight Stigmatization Moderates the Effects of Sugar-Sweetened Beverage-Related PSAs Among U.S. Parents

Research indicates that media campaigns targeting weight-related behaviors can make overweight individuals feel stigmatized and may create backlash effects in weight-related health behavior. Using weight-based identity threat theory as a guiding framework, this study investigates the role of prior weight stigmatization in adults’ reactions to public service advertisements (PSAs) encouraging sugar-sweetened beverage (SSB) reduction. In an online survey experiment among 807 U.S. parents, participants were randomly assigned to view anti-SSB PSAs containing one of three persuasive appeals (fear, humor, or nurturance). Emotional responses, evaluation of argument strength, and intention to reduce SSB consumption were measured following PSA exposure. Non-stigmatized parents felt less empowerment and hope and perceived weaker arguments if they viewed humorous PSAs instead of fear-based PSAs. Argument strength and empowerment or hopeful emotions predicted increased intention to reduce SSB consumption, regardless of whether participants had been stigmatized. There was weak support for the moderation of emotional responses on intentions by stigmatization history such that negative emotions were associated with lower SSB-reduction intentions only among stigmatized participants. Experiences of stigmatization can shape audiences’ responses to health-related messages in unintended ways. The findings suggest that campaign designers should choose empowering messages with strong arguments and avoid evoking negative emotions.