Use of the think aloud method to examine fruit and vegetable purchasing behaviors among low-income African American women

Marla Reicks, Chery Smith, Helen Henry, Kathy Reimer, Janine Atwell, Ruth Thomas

Research output: Contribution to journalArticle

23 Scopus citations

Abstract

The purpose of this report is to describe the development and implementation of the think aloud method in relation to fruit and vegetable purchasing behaviors of low-income African American mothers. Women (n = 70) were audio-taped as they thought aloud while selecting fruits and vegetables during a routine shopping trip. Audiotapes were transcribed, text was coded, and coded text was sorted using a database software program. Data were analyzed using content analysis procedures. The method was found to be useful in its ability to provide verbalization data for the majority of the women in the sample that reflected a typical shopping experience, were not excessively affected by the presence of the investigator, and captured information processing in relation to salient factors that influenced food purchasing decisions. Because a few women indicated that the method itself may have influenced behavior, future research is needed to test the reactivity of the think aloud method and its relationship to final choice of products.

Original languageEnglish (US)
Pages (from-to)154-160
Number of pages7
JournalJournal of Nutrition Education and Behavior
Volume35
Issue number3
DOIs
StatePublished - Jun 2003

Keywords

  • African American women
  • Fruit and vegetables
  • Low income
  • Purchasing behaviors
  • Think aloud method

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