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

by Batra; Rajeev

• ISBN13: 9780765627186
• ISBN10: 0765627183
• Format: Nonspecific Binding
• Copyright: 2011-04-15
• Publisher: Routledge

Summary

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

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