SOFT DRINKS OVER WATER: ADOLESCENTS’ MOTIVES AND PEER INFLUENCES ON DECISION MAKING.

Zoi Toumpakari, Dr. Anne Haase Centre for Exercise, Nutrition and Health, School for Policy Studies, University of Bristol, UK Corresponding author: Zoi Toumpakari, [email protected]

Objectives Taste q To explore the meaning/definition of soft drinks to adolescents. Thirst Perceived q To explore adolescents’ motives for consuming Convenience Availability soft drinks over healthier choices. Choice Cost q To explore the impact of their peers on their Packaging decision making. Affective choice Methods “It’s my choice, I drink what I want to Personal choice drink and it’s my choice to change Participants: 28 British adolescents (boys and girls) my mind of what I want to drink... ” aged 13-15 years old from Bristol, UK. Theoretical Framework: Self-Determination Theory. Method: 5 semi-structured focus groups were Peers’ conducted, recorded, transcribed. consumption “No one's judging Peers’ Analysis: Directed content analysis. Acceptability you, so you can drink attitudes what you want. No Results Relatedness Socialising one’s complaining.”

Definition of soft drinks Belongingness Fashion “...it’s cool to walk Statement around with a Desired Redbull...” Impression Characteristics Types of drinks Avoidance of teasing “ I t ( s o f t d r i n k s ) “sugary fizzy drinks” “lemonade and coke makes me feel sick.” Preferences and stuff like that” “What’s wrong with you?” “stuff that tastes nice” Lack of taste Brands reported Facilitators Body issues/ Coca Cola Pepsi Health

Coke Zero Pepsi Max Concerns “if fruit juice became Competence Diet Coke Lemonade Good taste sold in a more Lucozade Sprite convenient way, like Convenience in a coke bottle I’d Barriers Monster Sprite Zero Perceived probably buy the Dr Pepper Appleser average apple juice..” Fanta Redbull consumption Relentless Cherryade Conclusions Oasis Lilt q Personal choice contributes to adolescents’ sense of

Gatorade Soda autonomy. q Peer supportive environment facilitates consumption. Motivation q Adolescents’ forming a desired impression supports

extrinsic motivation and aspects of impression management. Choice/Autonomy Competence q Meaning of soft drinks incorporated in future studies, alongside nutritional definitions. q Motivational factors are suggested to affect soft drinks Relatedness consumption, although further research is needed.