Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge: The Obesity Challenge

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  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 4/15/2011
  • Publisher: Routledge
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This timely book brings together some of the most highly respected scholars and practitioners in the

Author Biography

Rajeev Batra is Sebastian S. Kresge Professor of Marketing and Co-Director of the Yaffe Center for Persuasive Communication at the Stephen M. Ross School of Business, University of Michigan. Punam Anand Keller is Charles Henry Jones Third Century Professor of Management at the Tuck School of Business, Dartmouth College. Victor J. Strecher is Professor of Health Behavior and Health Education and Director of Cancer Prevention and Control in the University of Michigan's Comprehensive Cancer Center.

Table of Contents

Forewordp. ix
Introductionp. xi
Design of Effective Obesity Communications: Insights From Consumer Researchp. 3
Population-Based Prevention of Obesity: American Heart Associationp. 38
Research on Consumer Biases
An Ounce of Prevention, An Apple a Day: Effects of Consumers' Lay Theories on Health-Related Behaviorsp. 87
Calorie Estimation Biases in Consumer Choicep. 104
Food Temptations Versus Self-Control: Friends or Enemies?p. 122
Thinking About Health and Obesity: How Consumers' Mental Experiences Influence Health Judgmentsp. 135
How the Body Type of Others Impacts Our Food Consumptionp. 151
Communication Strategy and Tactics
The Relative Effectiveness of Gain-Framed and Loss-Framed Persuasive Appeals Concerning Obesity-Related Behaviors: Meta-Analytic Evidence and Implicationsp. 171
Practicing What You Preach: Using Hypocrisy and Cognitive Dissonance to Reduce the Risk for Obesityp. 186
The Use of Negative Emotions in Health Communication: Implications for Fighting Obesityp. 204
Using Identity Signaling to Combat Obesity and Improve Public Healthp. 220
Developing and Validating Motivational Message Interventions for Improving Prescription Drug Adherence With Consumers Confronting Chronic Diseasesp. 233
Combating Obesity in Children and Young Adults
Preventing Childhood Obesity by Persuading Mothers to Breastfeed: Matching Appeal Type to Personalityp. 253
Ecological Factors and Childhood Obesity: A Structural Lookp. 272
The Impact of Health Games on Consumers' Physical Activity and Healthy Eating Intentionsp. 292
Environmental and Policy Perspectives
Bringing a Bit of Social Marketing to the Problem of Obesityp. 307
Marketing MyPyramid: Taking the Dietary Guidelines Homep. 319
Simplified Nutrition Guidelines to Fight Obesityp. 333
Shrinking Liberty to Combat Expanding Waistlinesp. 347
Controlling Obesity: Lessons Learned From Tobacco Control and Tobacco Marketing Researchp. 359
About the Editors and Contributorsp. 373
Name Indexp. 377
Subject Indexp. 397
Table of Contents provided by Ingram. All Rights Reserved.

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