Persuading young consumers to make healthy nutritional decisions.

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.

Author Posting. (c) Westburn Publishers Ltd., 2010.
This is the author's version of the work. It is posted here by permission of Westburn Publishers Ltd. for personal use, not for redistribution.
The definitive version was published in Journal of Marketing Management, Volume 26 Issue 7, July 2010.
doi:10.1080/0267257X.2010.481177 (http://dx.doi.org/10.1080/0267257X.2010.481177)

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