Calories In: Consumer Research and Message Development (2004-2007)

Center Website: AED Center for Social Marketing and Behavior Change

One sure way to control your weight is to control what you eat. However, that is easier said than done. The Centers for Disease Control and Prevention (CDC) asked AED to lead a consumer research effort to learn what might motivate key audience segments to make a more concerted effort to manage their "energy intake." Using CDC data, AED identified two target segments who are interested in losing weight, but differ in their self-efficacy (Confident Competents and At-Risk Uncertains). Focus groups with these audiences showed that American adults know a lot about strategies for portion size, volumetrics and reducing consumption of sweetened beverages, but lack the time and skills to use that knowledge. AED will develop practical tools to help households manage their calorie intake. CDC plans to expand the project to reach two new audiences, such as providers and state health programs.

Health Areas
Nutrition-related chronic disease.

Behavior Change Strategies or Processes
Behavior change communication.

Project Director
Eileen Hanlon

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