An evaluation of the "TrEAT Yourself Well" restaurant nutrition campaign
An evaluation of the "TrEAT Yourself Well" restaurant nutrition campaign
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DOI：
10.1177/1090198105284875
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发表时间：
2006-06-01
影响因子：
4.2
通讯作者：
Bohm, Erica
中科院分区：
文献类型：
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作者：
Acharya, Ram N.;Patterson, Paul M.;Bohm, Erica
本研究使用来自加州四家连锁餐厅的数据，检验了“好好吃自己”活动对食客菜单选择的影响。在每个链中，选择大圣地亚哥地区的两个地点作为实验地点，选择大圣地亚哥地区以外的一个或两个地点作为对照地点。在实验区开展了各种促销活动，包括餐厅促销、社区活动和付费媒体广告，以推广健康菜单主菜。结果表明，该活动成功地接触到食客，并对他们对健康饮食的信念和态度产生了积极的影响。该活动直接增加了消费者购买健康菜单项目的概率3.7%（p = .05）。通过改善消费者对健康菜单项目的态度，该活动间接增加了4.4%的这些项目的购买。
This study examined the effect of the "TrEAT Yourself Well" campaign on diners' menu choices using data from four restaurant chains in California. Within each chain, two locations in the greater San Diego area were selected as experimental sites and either one or two locations outside the greater San Diego area were selected as control sites. Various promotional activities, including in-restaurant promotions, community events, and paid media advertising, were conducted in the experimental region to promote healthy menu entrees. The results show that the campaign was successful in reaching diners and had positive effects on their beliefs and attitudes toward healthy dining. The campaign directly increased the probability of a consumer purchasing a healthy menu item by 3.7% (p = .05). By improving consumer attitudes toward healthy menu items, the campaign indirectly increased purchases of these items by 4.4%.