Persuading young consumers to make healthy nutritional decisions

Brennan, Ross, Dahl, Stephan, and Eagle, Lynne (2012) Persuading young consumers to make healthy nutritional decisions. In: Bennett, Roger, Kerrigan, Finola, and O'Reilly, Daragh, (eds.) New Horizons in Arts, Heritage, Nonprofit and Social Marketing. Key Issues in Marketing Management . Taylor & Francis, New York, pp. 45-64.

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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 ID: 23369
Item Type: Book Chapter (Later Edition)
ISBN: 978-0-415-62889-1
Keywords: behaviour change, persuasive communication nutrition, adolescents
Date Deposited: 26 Mar 2013 01:36
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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