Effects of norm referent salience on young people’s dietary orientation.

We examined the effects of making salient different norm referents on young people's dietary orientation. Participants were exposed to a referent who was either of similar age to themselves or older before reporting their normative beliefs, attitudes and intentions concerning dietary behavior. As predicted, exposure to the older referent was associated with stronger perceptions that eating five portions of fruit and vegetables each day was normative. Compared to those exposed to the same-age referent, participants exposed to the older referent reported more positive attitudes towards eating "five-a-day" and stronger intentions to do so over the coming week. Referent salience was also associated with a behavioral outcome, with those participants exposed to the older referent more likely to take a piece of fruit upon completion of the study (OR: 4.97, 95% CI: 1.39-17.82). The implications of these findings for norms-based interventions for changing dietary behavior are discussed.