African American adults' and adolescents' perceptions of food and beverage marketing: The balance between personal choice, individual responsibility, and responsibility to African American communities

BACKGROUND: Targeted marketing of high fat, high calorie foods and sugar sweetened beverages is more common in African American communities and may contribute to obesity. However, African Americans' knowledge and opinions of the use or impact of marketing strategies in their communities are less clear. PURPOSE: To assess African American adult and adolescent baseline perceptions of targeted food and beverage marketing. METHODS: The sample included 67 adult and teen participants from two sites: Durham, NC and Prince Georges County, MD. Two adult and two gender-specific adolescent focus groups were convened at both sites. Participants were presented with various food and beverage marketing images and scenarios and discussed their opinions on strategies used to target African Americans. Data were collected using auto response software for instantaneous tabulation to prompt independent responses and general discussion, and through audio recordings. RESULTS: Adults and adolescents were aware that various strategies are used to market products to African Americans. Adults did not feel individually influenced, but some felt advertisements with celebrities influence youth. Although adults and adolescents acknowledged that businesses need to make a profit, adolescent males in Durham and others thought marketing should be equitable across racial groups. Both adults and adolescents stressed the importance of personal choice and decision-making responsibilities, but expressed concern over varied availability and prices of certain products.

CONCLUSIONS: African American adults and adolescents perceived targeted food and beverage marketing in the context of individual choice, typical business practices, and responsibility of individuals and marketers to African American communities.