An intervention to increase fruit and vegetable consumption using audio communications: In-store public service announcements and audiotapes

Consumers make an estimated 70% of their food purchase decisions as they sh op. Effective presentation of information about healthier food selections a t the point-of-purchase should have an impact on their decisions. This stud y was designed to evaluate the effectiveness of two audio formats on knowle dge, attitudes, and beliefs about fruits and vegetables and on intake of th ese foods. Participants identified as "regular shoppers" (n = 374) in three intervention stores were recruited as they entered. They provided baseline demographic data, answered questions about their knowledge and beliefs abo ut fruits and vegetables, and completed a checklist to assess fruit and veg etable intake. They were given two one-hour audiotapes and asked to play th em within the next four weeks. In-store public service announcements (PSAs) with information about fruits and vegetables were rotated every 30 minutes for four weeks. A control group (n = 378), recruited in three other stores matched by demographic characteristics, provided the same information. The y received an audiotape with stress reduction information. At posttest, the original series of questionnaires were readministered in telephone intervi ews with 87.7% of the original intervention group and 93.7% of the original control group. Knowledge scores in the intervention group increased signif icantly over baseline and as compared with the control group. Self-reported fruit and vegetable intake increased significantly in both groups, perhaps in part because of a seasonal effect. The increase from baseline was signi ficantly higher in the intervention group and compared with controls. These findings support the further exploration of the use of audiotapes in nutri tion education interventions.