Persuading young consumers to make healthly nutritional decisions

Brennan, R., Dahl, S. and Eagle, L. (2010) Persuading young consumers to make healthly nutritional decisions. Journal of Marketing Management, 26 (7-8). pp. 635-655. ISSN 0267-257X Available from:

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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.

Item Type:Article
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:
Uncontrolled Keywords:young consumers, social marketing, health, nutrition, obesity
Faculty/Department:Faculty of Business and Law > Department of Business Management
ID Code:8388
Deposited By: A. Lawson
Deposited On:13 Jul 2010 11:30
Last Modified:06 Jan 2017 04:45

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