Table 2.
Total frequency* of common elements for audio narratives, photographs and audio narrative + photograph combinations by positive, neutral and negative valences from a consumer-intercept study (n 38) using the Stanford Healthy Neighborhood Discovery Tool at an urban year-round farmers’ market in a large metropolitan city in the Southwestern USA, January and February 2012
| Audio narratives | Photographs | Audio narratives + photographs | ||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Positive | Neutral | Negative | Positive | Neutral | Negative | Positive | Neutral | Negative | Total* | |||||||||||
| n | % | n | % | n | % | n | % | n | % | n | % | n | % | n | % | n | % | n | % | |
| Coded elements, n | 134 | 43 | 18 | 203 | 180 | 9 | 125 | 20 | 16 | 748 | ||||||||||
| Freshness/abundance | 22 | 16·4 | 1 | 2·3 | 4 | 22·2 | 81 | 39·9 | 41 | 22·8 | 0 | 0·0 | 23 | 18·4 | 1 | 5·0 | 1 | 6·3 | 174 | 23·3 |
| Product presentation | 7 | 5·2 | 0 | 0·0 | 1 | 5·6 | 49 | 24·1 | 23 | 12·8 | 1 | 11·1 | 13 | 10·4 | 0 | 0·0 | 2 | 12·5 | 96 | 12·8 |
| Social | 32 | 23·9 | 22 | 51·2 | 4 | 22·2 | 4 | 2·0 | 7 | 3·9 | 0 | 0·0 | 17 | 13·6 | 6 | 30·0 | 1 | 6·3 | 93 | 12·4 |
| Healthfulness | 1 | 0·7 | 0 | 0·0 | 0 | 0·0 | 7 | 3·4 | 4 | 2·2 | 1 | 11·1 | 5 | 4·0 | 0 | 0·0 | 0 | 0·0 | 18 | 2·4 |
| Attractions | 19 | 14·2 | 7 | 16·3 | 1 | 5·6 | 15 | 7·4 | 17 | 9·4 | 0 | 0·0 | 16 | 12·8 | 2 | 10·0 | 0 | 0·0 | 77 | 10·3 |
| Crafts | 6 | 4·5 | 2 | 4·7 | 1 | 5·6 | 10 | 4·9 | 24 | 13·3 | 2 | 22·2 | 13 | 10·4 | 3 | 15·0 | 5 | 31·3 | 66 | 8·8 |
| Production practices | 14 | 10·4 | 1 | 2·3 | 1 | 5·6 | 16 | 7·9 | 5 | 2·8 | 0 | 0·0 | 8 | 6·4 | 2 | 10·0 | 0 | 0·0 | 47 | 6·3 |
| Price | 2 | 1·5 | 0 | 0·0 | 2 | 11·1 | 14 | 6·9 | 5 | 2·8 | 1 | 11·1 | 13 | 10·4 | 0 | 0·0 | 1 | 6·3 | 38 | 5·1 |
| Accessibility | 7 | 5·2 | 0 | 0·0 | 0 | 0·0 | 2 | 1·0 | 10 | 5·6 | 0 | 0·0 | 1 | 0·8 | 0 | 0·0 | 1 | 6·3 | 21 | 2·8 |
| Other | 24 | 17·9 | 10 | 23·3 | 4 | 22·2 | 5 | 2·5 | 44 | 24·4 | 4 | 44·4 | 16 | 12·8 | 6 | 30·0 | 5 | 31·3 | 118 | 15·8 |
Coded elements are listed in order of total frequency.
*
Total frequency refers to overall prevalence of each coded element, where each unique coded element was included.