Reception of health messages: effects of stigmatization and forcefulness.

Background: Diet-related health messages often use scare tactics and negative imagery. However, they show limited effectiveness. Improving these messages is important to prevent further increases of obesity rates and consequential sicknesses. When designing a health message, image choice and wording are central. Controversy revolves around the use of stigmatizing images. Body weight influences the effect of stigma on the participants, and detrimental effects are observable in individuals with overweight. Wording has to be concrete but not too forceful.

Methods: In this study, female subjects (N = 162) saw a stigmatizing versus non-stigmatizing health message with forceful versus non-forceful wording (2 × 2-design). Effects on a virtual food choice task (healthy versus unhealthy), diet intentions and concerns to be stigmatized were assessed.

Results: In the non-stigmatizing and non-forceful condition, participants made the highest number of healthy food choices. In the two stigma conditions, higher body mass index correlated with higher concern to be stigmatized, highlighting the adverse effect a health message can have.

Conclusions: In a female student sample, a non-stigmatizing and non-forceful text had the most positive effect on healthy food choices without evoking concerns to be stigmatized. This should be considered when promoting a healthy lifestyle.