Table 2 Theme 1: flawed messaging... | Emerald Publishing

Table 2

Theme 1: flawed messaging exemplar quotations

Theme and subtheme	Exemplar quotations
Flawed messaging
Fear mongering	“… from my perspective, it frightened me to death, and I had bouts of depression and felt terrible while I got my head round it, I just thought I was going to die.” – Wendy “A bit insipid to capitalise on the fear of the virus.” – Matthew
Stigma	“So, we've got a massive negative stigmatisation about fat being bad. How's that gonna make people with larger bodies feel? So, it just makes them go Oh God. So, you're made to feel non valuable, so straight into the weight stigma.” – Wendy “I do not know if I like the idea of the advertising campaign make people fearful of weight … that backfired when they did it with the cancer advertisement. People just feel blamed and victimised.” – Diane
In-consistency of messaging	“Do you know what makes me laugh here is they say there's an anti-obesity strategy. And then they say they did that food deal […] Yeah help out eat out. But I feel like if, if obesity is such a problem and take away food is the problem then why is that being offered?” – Claire “The governments whole Eat Out Help Out scheme in August or whatever it was … they wanted to, you know, restart the hospitality industry to have restaurants and pubs and things, but actually, was that the best choice knowing that obesity is a big problem in the UK?” – Amy
Costs	“That's a rea conflict for me because yes absolutely you know we are facing a massive obesity crisis but equally, you know in an already anxious kind of world … eating disorders are on a rise and that's erm not to be discounted.” – Amy “That is obviously something that might lead to more anxiety with erm people who have eating disorders.” – Harriet
Benefits	“I used to really love going into Pret a Manger when I was working in the local city. And knowing that if I had 2 boiled eggs and some spinach, it was about 15 calories. And if I had the artisan French stick with ham, chicken, and mayonnaise, it was about 8,000 calories. I just like knowing that it was there. And sometimes it swayed my choice.” – John “I'm somewhere like at the Starbucks, and they have the calories for their drinks, or snacks. There's definitely times I've gone in and been like you know what I'm just going to have the hot chocolate, I'm just gonna do it. And then you see, it's like, I do not know, 400 calories. And then you work through the board. And then you end up with a black Americano … again … because it's like four calories.” – Diane

Theme and subtheme	Exemplar quotations
Flawed messaging
Fear mongering	“… from my perspective, it frightened me to death, and I had bouts of depression and felt terrible while I got my head round it, I just thought I was going to die.” – Wendy“A bit insipid to capitalise on the fear of the virus.” – Matthew
Stigma	“So, we've got a massive negative stigmatisation about fat being bad. How's that gonna make people with larger bodies feel? So, it just makes them go Oh God. So, you're made to feel non valuable, so straight into the weight stigma.” – Wendy“I do not know if I like the idea of the advertising campaign make people fearful of weight … that backfired when they did it with the cancer advertisement. People just feel blamed and victimised.” – Diane
In-consistency of messaging	“Do you know what makes me laugh here is they say there's an anti-obesity strategy. And then they say they did that food deal […] Yeah help out eat out. But I feel like if, if obesity is such a problem and take away food is the problem then why is that being offered?” – Claire“The governments whole Eat Out Help Out scheme in August or whatever it was … they wanted to, you know, restart the hospitality industry to have restaurants and pubs and things, but actually, was that the best choice knowing that obesity is a big problem in the UK?” – Amy
Costs	“That's a rea conflict for me because yes absolutely you know we are facing a massive obesity crisis but equally, you know in an already anxious kind of world … eating disorders are on a rise and that's erm not to be discounted.” – Amy“That is obviously something that might lead to more anxiety with erm people who have eating disorders.” – Harriet
Benefits	“I used to really love going into Pret a Manger when I was working in the local city. And knowing that if I had 2 boiled eggs and some spinach, it was about 15 calories. And if I had the artisan French stick with ham, chicken, and mayonnaise, it was about 8,000 calories. I just like knowing that it was there. And sometimes it swayed my choice.” – John“I'm somewhere like at the Starbucks, and they have the calories for their drinks, or snacks. There's definitely times I've gone in and been like you know what I'm just going to have the hot chocolate, I'm just gonna do it. And then you see, it's like, I do not know, 400 calories. And then you work through the board. And then you end up with a black Americano … again … because it's like four calories.” – Diane