The Effectiveness of Empowerment Versus Fear Messaging on Sugary Beverage Consumption Intentions Among Young Adult Latinas

Excessive sugar-sweetened beverage (SSB) consumption poses a significant public health concern, particularly among historically marginalized populations targeted by industry marketing. This study compares the effectiveness of empowerment-based versus fear-based messaging on individual sugary beverage consumption intention and critical health literacy among Latinas aged 18 to 29 years (<i>N</i> = 231). Participants were randomized online to view either an empowerment-based video highlighting the risks of sugary beverage consumption and the beverage industry's manipulative practices or a usual care fear-based video centering on individual behaviors and risks. Between- and within-subject analyses were conducted using analysis of variance (ANOVA) and repeated ANOVA. Results revealed that empowerment-based messages were perceived as more effective (<i>p</i> < .001, η² = 0.12) and generated less reactance (<i>p</i> < .05, η² = 0.02). The empowerment-based messages also yielded significantly greater improvements in media literacy scores (<i>d</i> = 0.40 vs. 0.05, <i>p</i> < .01) and community control (<i>d</i> = 0.49 vs. 0.15, <i>p</i> < .01) and effectiveness of actions (<i>d</i> = 0.47 vs. 0.28, <i>p</i> < .05). Results suggest empowerment messaging strategies could effectively counter industry marketing while fostering critical awareness and collective action.