Psychological and behavioral effects of obesity prevention campaigns.

Public health campaigns are often used to prevent or reduce obesity. However, social psychological theory suggests these efforts might not be universally helpful and could potentially have detrimental consequences. This investigation explored the effects of obesity prevention campaigns. Participants were randomized to view either weight-focused or weight-neutral campaigns. Assessments at three time points (pre, post, and follow-up) examined the differences between groups in reactions to campaigns and changes in health behaviors and psychological outcomes. Compared with weight-neutral campaigns, weight-focused campaigns were associated with increases in negative perceptions of obesity and decreases in self-efficacy for health behavior change.