Persuading Young Consumers to make Healthy Choices
The Journal of Marketing Management has just published a special edition dedicated to Arts, Heritage, Nonprofit and Social Marketing. Amongst the papers in this issue is one from Ross Brennan, Lynne Eagle and myself. The paper looks at how young consumers can be persuaded to make healthy nutrition choices voluntarily.
The paper underlines the point that while marketing communication is a good tool to raise awareness, it is not reliable when used to deliver behaviour change. For young consumers, motivational messages – especially those which use “new media”, internet and sms messages are more effective.
The full details for the article are:
Brennan, R.; Dahl, S.; Eagle, L (2010):
Persuading young consumers to make healthy nutritional decisions
Journal of Marketing Management, Volume 26 Issue 7, 635