The three-step persuasion model on YouTube: A grounded theory study on persuasion in the protein supplements industry.

Persuasion can be defined as an active attempt by a person to change the behavior and attitudes of others. The purposive attempt to influence one's behavior can originate from different areas, and people who are able to do so are often referred to as influencers. Social media platforms such as Instagram or YouTube have become crucial platforms for influencers who generate their income by recommending products and services to their followers, including cosmetics, multimedia articles or clothing. Studies indicate that influencers actively try to persuade the viewer to adopt specific desirable behavior by strategically altering their displayed behavior on social media. Such strategies have mainly been explored in the context of beauty products, where lack of expertise and misinformation might have few negative consequences. Less is known about strategies used in a health-sensitive context, such as nutritional supplements. This research addresses this gap and aims to understand persuasive techniques used by health professionals on YouTube to promote the use of protein supplements. This study is based on an interpretive paradigm using interpretive grounded theory to analyze 60 YouTube videos. We developed a three-step model of persuasion for YouTube videos consisting of the steps: reaching the message, staying on the message, and performing the action that the persuader desires. Our analysis resulted in five core themes that contributed to the persuasiveness of the analyzed YouTube videos. These themes included: Quality, curiosity, engagement, concretization, and genuineness. We conclude the paper with reflections on our model's theoretical and practical implications.

Bringing disgust in through the backdoor in healthy food promotion: a phenomenological perspective.

Obesity has been pointed out as one of the main current health risks leading to calls for a so-called "war on obesity". As we show in this paper, activities that attempt to counter obesity by persuading people to adjust a specific behavior often employ a pedagogy of regret and disgust. Nowadays, however, public healthcare campaigns that aim to tackle obesity have often replaced or augmented the explicit negative depictions of obesity and/or excessive food intake with the positive promotion of healthy food items. In this paper, we draw on a phenomenological perspective on disgust to highlight that food-related disgust is connected to the character and behavior of a perceived individual even in the context of promoting healthy food items. We argue that the focus on "making the healthy food choice the easy choice" might be an important step towards the de-stigmatization of people that are affected by obesity. However, so we suggest, this focus threatens to bring back an image of individuals affected by obesity as disgusting "through the backdoor". It does so not by portraying bodies with overweight as disgusting, but instead by implying that lifestyle choices, character and habits of people that are affected by obesity are markers of a lack of control. We argue that the close relationship between disgust and the perception of self-control in the context of obesity should be taken into consideration in the context of assessing the implications of new health promotion strategies to minimize the risk of stigmatizing people.

The use of ICT devices as part of the solo eating experience.

An increasing number of people tend to eat alone due to social changes and an altered attitude towards cooking and eating practices. Anecdotal reports indicate that solo diners tend to use information and communication technology devices, for example, the smartphone, as part of the eating experience. While lab studies suggest that the devices contribute to an increased high-calorie food intake and decreased feeling of satiety, these studies disregard the everyday experience and motivation of solo diners. We conducted an exploratory study to investigate how solo diners use digital devices as part of their daily eating experience. Semi-structured interviews with solo diners (N = 12) were analyzed using thematic analysis in an inductive approach leading to six themes. The themes focus on (1) the perception of a meal; (2) the experience of a solo diner; (3) the purpose of using an information and communication technology device; (4) the perceived influence of the devices; (5) factors decreasing and increasing the use; (6) and the potential to promote healthier food consumption. Our results indicate that the use of digital devices while eating alone can lead to distraction, being unaware of the food texture and the amount that is eaten. The devices can also induce a positive influence by providing entertainment and mitigating negative emotions like loneliness and boredom. The devices have the potential to contribute to healthy eating practices by providing education and by influencing the speed of eating through elements of sound. Although the use of devices might negatively affect eating behavior, their ubiquitous presence also offers the opportunity to reach specific, vulnerable populations.

Motivators and barriers to using information and communication technology in everyday life following stroke: a qualitative and video observation study.

Purpose: Information and communication technology devices have become a ubiquitous part of everyday life and a primary means of communication. The aim of this study was to describe the experience of information and communication technology and to explore the barriers and motivators to its use following stroke.Materials and methods: This observational study used semi-structured individual interviews and video observation of information and communication technology device use with six people, four men, and two women age 60-82 years with upper limb disability following stroke. They were analyzed using thematic analysis.Results: Three themes were identified that relate to barriers: (i) Sensory and motor impairments; (ii) Limited vision and impaired speech; and (iii) Device-specific limitations. Six themes were identified as motivators: (i) Connect with others; (ii) Provide safety; (iii) Facilitate reintegration; (iv) Reinforce technology adoption; (v) Leisure activities; and (vi) Contribute to the rehabilitation process.Conclusion: All participants used some form of information and communication technology daily to promote safety, enable daily activities, and social interaction, and to a lesser extent engage in leisure and rehabilitation activities. Barriers to information and communication technology use were primarily related to stroke related impairments and device-specific requirements, which limited use, particularly of smartphones. These barriers should be addressed to facilitate the use of information and communication technology devices.Implications for rehabilitationThis research suggests that;People with stroke are highly motivated to use information and communication technology devices in daily activitiesStroke-specific and age-related impairments limit the use and functionality of information and communication technology devices for people with strokeInformation and communication technology devices do not appear to be promoted or used in the rehabilitation or as assistive technologies.