Social and Behavioral Sciences Commons^™

The Food Factor: Relating Brand Viewership To Behavior And Behavioral Intention, Mckayla Brubaker Nichols, Quisto Settle, Alisha Hardman, Laura Downey

Journal of Human Sciences and Extension

Mississippi residents (n = 404) were surveyed to determine how The Food Factor brand viewership impacted their behavior and behavioral intention. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, and healthy lifestyles. A researcher-developed instrument was used to collect information about behavior and behavioral intent, as well as perceptions of The Food Factor using Qualtrics from a representative sample. Respondents were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency and their nutrition-related behaviors and behavioral intention to create a behavioral score. Non-viewers were also asked about …