‘Language is the source of misunderstandings’–impact of terminology on public perceptions of health promotion messages

Table 3 Sixteen themes identified from cluster analysis of responses elicited during the word-association exercise with total responses for each theme (including duplicated responses), number of unique responses for each theme and proportion of the participants giving at least one response for each theme

		Total responses		Unique responses^a		By participant^b
		%	n	%	n	%	n
1	Foods considered to be healthy	46	639	27	71	86	232
2	Foods that should be avoided	12	159	15	40	34	91
3	Descriptions of macronutrients	9	119	7	19	27	74
4	Characteristics of healthy foods	7	93	9	22	26	71
5	Balance and moderation	6	83	2	4	23	63
6	The importance of lifestyle	6	80	6	15	25	67
7	Benefits of doing it	3	46	7	19	12	31
8	Importance of micronutrients	3	44	3	7	14	38
9	Reasons not to do it	3	41	10	26	10	27
10	Diet and weight management	2	31	5	12	10	26
11	Food groups	1	18	1	3	6	16
12	Reasons to have to do it	1	14	4	11	4	12
13	Nothing came to mind…	0.5	7	0.8	2	3	7
14	I don’t do it	0.4	6	1	4	1	3
15	It’s just something I do	0.2	3	0.8	2	1	3
16	It’s very important	0.2	3	1	3	1	3
	Total		1,386		260		764

^a Unique responses eliminates duplicated responses
^b Indicates number of the 270 participants with at least one response in that theme

ISSN: 1471-2458