Recipe-Based nutrition education on instagram: Evaluating visual formats and message dose

Objective: To examine how Instagram message format (Reels vs. carousels) and dose (single vs. triple exposure) influence cooking behavior and related behavioral outcomes in college students. Participants: A total of 558 undergraduate students aged 18–24 from a large public university in the southeastern United States. Methods: Participants were randomly assigned to one of four conditions and viewed two recipe-based Instagram posts. Attitudes, subjective norms, perceived behavioral control, intentions, and cooking behavior were measured at baseline and follow-up. Results: Message format and dose did not significantly affect outcomes; however, attitudes, norms, and intentions improved over time. Perceived visual informativeness was a significant positive predictor of all outcomes, while cognitive load negatively affected attitudes and perceived behavioral control. Conclusions: Even a single exposure to well-designed nutrition content on Instagram may positively influence cooking behavior. Optimizing visual clarity and reducing cognitive burden are key strategies for effective nutrition messaging.