Brennan, R., Dahl, S. and Eagle, L.
Persuading young consumers to make healthly nutritional decisions.
Journal of Marketing Management, 26 (7-8).
- Submitted Version
Publisher's URL: http://dx.doi.org/10.1080/0267257X.2010.481177
There is widespread concern that consumers are making inappropriate decisions about what they eat, leading to a growing incidence of obesity and chronic illness, which will strain public-health budgets and damage economic
competitiveness. Inappropriate nutritional decisions and obesity are of particular public-policy importance where young consumers are concerned. The paper investigates how consumers, particularly young consumers, can be persuaded
to make better nutritional decisions voluntarily, and how government and commercial persuasive communications can be deployed to facilitate such decisions. The key conclusions are that the mass media are not a reliable vehicle for bringing about the desired behavioural changes, but that new media, such as the Internet and ‘text messaging’, should be used to deliver tailored messages to individuals, particularly younger consumers.
|Additional Information:||This is a preprint of an article whose final and definitive form has been published in the
Journal of Marketing Management (2010) [copyright Taylor & Francis]; Journal of Marketing Management is
available online at: http://www.informaworld.com/smpp/content~db=all?content=10.1080/0267257X.2010.481177|
|Uncontrolled Keywords:||young consumers, social marketing, health, nutrition, obesity|
|Faculty/Department:||Faculty of Business and Law > Department of Business Management|
|Deposited On:||13 Jul 2010 11:30|
|Last Modified:||12 Aug 2013 22:31|
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