Persuading young consumers to make healthy nutritional decisions.

Brennan, Ross and Dahl, Stephan and Eagle, Lynne (2010) Persuading young consumers to make healthy nutritional decisions. Journal of marketing management, 26 (7). pp. 635-655. ISSN 0267-257X

PDF - Submitted Version

This item is available in the Library Catalogue


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
Research Areas:A. > Business School > Leadership, Work and Organisations
ID Code:6297
Permissions granted by publisher: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 (
Deposited On:19 Jul 2010 12:23
Last Modified:12 Mar 2015 00:52

Repository staff only: item control page

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year