Need for Cognition and Message Complexity in Motivating Fruit and Vegetable Intake Among Callers to the Cancer Information Service

Pamela A. Williams-Piehota · Judith Pizarro · Stephanie A. Navarro Silvera · Linda Z. Mowad · Peter Salovey

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Media Influence and Health Nutrition, Health and Food Behavior Behavioral Health and Interventions

Abstract

This field experiment examined the impact of an individual's need for cognition (NFC; the tendency to enjoy thinking deeply about issues), complex versus simple messages, and the interaction of NFC and message type on encouraging fruit and vegetable consumption. Callers to the Cancer Information Service of the National Cancer Institute (N=517) were asked to participate in the experiment at the end of their call. Individual NFC was assessed, and participants were assigned randomly to receive a telephone message promoting fruit and vegetable consumption that was either complex and multifaceted or simple and straightforward. Similarly constructed brochures were mailed immediately following the call, and additional brochures were mailed 2 and 3 months later. Although NFC did not predict intake, complex messages were more effective than simple messages in motivating fruit and vegetable consumption 1 and 4 months later.

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1982The need for cognition.1984The Efficient Assessment of Need for Cognition 1996Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition.1984The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion.1987Monitoring and blunting: Validation of a questionnaire to assess styles of information seeking under threat.1986Central and peripheral routes to persuasion: An individual difference perspective.1983Effects of need for cognition on message evaluation, recall, and persuasion.1999One size does not fit all: The case for tailoring print materials

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