Mobile apps can effectively promote healthy and sustainable diets, but their success
depends on initial user engagement. This study aimed to increase initial user engagement
by tailoring app descriptions to users' regulatory focus (prevention versus promotion).
Four conditions were created by combining two types of messages: regulatory concern
(safety versus growth) and anticipated emotion (positive versus negative). The safety
message emphasized protecting health and the environment, while the growth message
emphasized improving wellbeing and preserving the environment. The message with the
positive anticipated emotion described satisfaction with using the app, while the message
with the negative anticipated emotion described dissatisfaction with not using the app.
Participants' attitudes, desires, and intentions, as well as downloads of the app, were
measured to assess the effectiveness of the message. Promotion-focused individuals
showed greater desire and were more likely to download the app when the message
matched their focus (growth + positive anticipated emotions) than when it did not (safety
+ negative anticipated emotions). Conversely, prevention-focused individuals did not
show increased engagement with regulatory congruent messages. These results suggest
that tailoring app descriptions to users' regulatory focus may increase initial engagement
among promotion-focused individuals. Further research is needed to investigate methods
to increase engagement among prevention-focused individuals.