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Related Experiment Videos

Advertising and obesity: a behavioral perspective.

Janet Hoek1, Philip Gendall

  • 1Department of Marketing, College of Business, Massey University, Palmerston North, New Zealand. J.A.Hoek@massey.ac.nz

Journal of Health Communication
|May 25, 2006
PubMed
Summary

Marketing, particularly advertising for high-fat, high-sugar foods, contributes to childhood obesity by normalizing unhealthy eating. This analysis examines fast-food industry promotions and suggests policy interventions for healthier eating behaviors.

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Area of Science:

  • Public Health
  • Behavioral Science
  • Marketing and Consumer Behavior

Background:

  • Rising obesity rates in Western countries necessitate examination of contributing factors.
  • Advertising of high-fat, high-sugar products to children is under scrutiny.
  • Current industry arguments against advertising's role in obesity overlook behavioral reinforcement.

Purpose of the Study:

  • To present an alternative analysis of marketing's contribution to obesity.
  • To apply behavior modification theory to fast-food industry promotions.
  • To review New Zealand's policy response and suggest interventions.

Main Methods:

  • Analysis of marketing strategies, particularly in the fast-food industry.
  • Application of behavior modification theory to understand consumer responses to promotions.

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  • Review of government policies and their effectiveness.

    • Main Results:

    • Advertising and sales promotions can reinforce and normalize unhealthy eating behaviors.
    • Fast-food industry promotions utilize principles of behavior modification to encourage consumption.
    • Existing policies may not adequately address the subtle influences of marketing.

    Conclusions:

    • Marketing plays a significant role in contributing to obesity by shaping eating behaviors.
    • Behavior modification principles are evident in industry promotions targeting consumers.
    • Policy interventions are needed to foster healthier eating habits and mitigate obesity's impact.