Ross Brennan
Persuading young consumers to make healthly nutritional decisions
Brennan, Ross; Dahl, Stephan; Eagle, Lynne
Authors
Stephan Dahl
Lynne Eagle
Abstract
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.
Citation
Brennan, R., Dahl, S., & Eagle, L. (2010). Persuading young consumers to make healthly nutritional decisions. Journal of Marketing Management, 26(7-8), 635-655. https://doi.org/10.1080/0267257X.2010.481177
Journal Article Type | Article |
---|---|
Publication Date | Jul 1, 2010 |
Publicly Available Date | Jun 8, 2019 |
Journal | Journal of Marketing Management |
Print ISSN | 0267-257X |
Publisher | Taylor & Francis (Routledge) |
Peer Reviewed | Peer Reviewed |
Volume | 26 |
Issue | 7-8 |
Pages | 635-655 |
DOI | https://doi.org/10.1080/0267257X.2010.481177 |
Keywords | young consumers, social marketing, health, nutrition, obesity |
Public URL | https://uwe-repository.worktribe.com/output/977301 |
Publisher URL | http://dx.doi.org/10.1080/0267257X.2010.481177 |
Additional Information | 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 |
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