Pleasure: An under-utilised ‘P’ in social marketing for healthy eating

The escalating obesity crisis has resulted in a wide range of efforts to develop more effective prevention approaches. This review article explores the potential for the concept of food pleasure to take centre stage in social marketing programs that aim to encourage healthy eating. Literature relating to food motivations is reviewed and the various strategic phases involved in developing social marketing programs are outlined in the context of incorporating a food pleasure focus.

[1]  A. Drewnowski.  The cost of US foods as related to their nutritive value. , 2010, The American journal of clinical nutrition.

[2]  W. Bredie,et al.  Stimulus collative properties and consumers’ flavor preferences ☆ , 2014, Appetite.

[3]  Alan R. Andreasen,et al.  Marketing Social Marketing in the Social Change Marketplace , 2002 .

[4]  Carl Gibbons,et al.  Foods prepared outside the home: association with selected nutrients and body mass index in adult Australians , 2002, Public Health Nutrition.

[5]  A. Avenell,et al.  Interventions to achieve long-term weight loss in obese older people: a systematic review and meta-analysis. , 2010, Age and ageing.

[6]  A. Magarey,et al.  Predicting obesity in early adulthood from childhood and parental obesity , 2003, International Journal of Obesity.

[7]  Frank J. van Rijnsoever,et al.  Understanding consumer acceptance of intervention strategies for healthy food choices: a qualitative study , 2013, BMC Public Health.

[8]  Promoting Fruit and Vegetable Consumption Among Members of Black Churches, Michigan and North Carolina, 2008–2010 , 2013, Preventing chronic disease.

[9]  B. Swinburn,et al.  Addressing barriers to improve children's fruit and vegetable intake. , 2013, American Journal of Clinical Nutrition.

[10]  M. Svendsen,et al.  Association between parental motives for food choice and eating patterns of 12- to 13-year-old Norwegian children , 2012, Public Health Nutrition.

[11]  Jean Adams,et al.  Marketing messages in food and alcohol magazine advertisements, variations across type and nutritional content of promoted products: a content analysis. , 2014, Journal of public health.

[12]  F. Zimmerman.  Using marketing muscle to sell fat: the rise of obesity in the modern economy. , 2011, Annual review of public health.

[13]  A. Mol,et al.  Enjoy your food: on losing weight and taking pleasure. , 2014, Sociology of health & illness.

[14]  A. Fishbach,et al.  How Nonconsumption Shapes Desire , 2014 .

[15]  S. Pettigrew,et al.  Children's exposure to food advertising: An analysis of the effectiveness of self‐regulatory codes in Australia , 2014 .

[16]  D. Mozaffarian,et al.  Do healthier foods and diet patterns cost more than less healthy options? A systematic review and meta-analysis , 2013, BMJ Open.

[17]  S. Pettigrew,et al.  Contribution of social marketing strategies to community-based obesity prevention programmes in children , 2011, International Journal of Obesity.

[18]  J. Wardle,et al.  Development of a Measure of the Motives Underlying the Selection of Food: the Food Choice Questionnaire , 1995, Appetite.

[19]  Georgina Cairns.  Evolutions in food marketing, quantifying the impact, and policy implications , 2013, Appetite.

[20]  K. Brownell,et al.  Can food be addictive? Public health and policy implications. , 2011, Addiction.

[21]  Hely Tuorila,et al.  From sensory evaluation to sensory and consumer research of food: An autobiographical perspective , 2015 .

[22]  J. Carins,et al.  Eating for the better: a social marketing review (2000–2012) , 2013, Public Health Nutrition.

[23]  W. Verbeke,et al.  Lessons for public health campaigns from analysing commercial food marketing success factors: a case study , 2012, BMC Public Health.

[24]  C. Herrick.  Risky bodies: Public health, social marketing and the governance of obesity , 2007 .

[25]  M. Stead,et al.  Healthy Heroes, Magic Meals, and a Visiting Alien , 2013 .

[26]  Tim Marsh,et al.  Changing the future of obesity: science, policy, and action , 2011, The Lancet.

[27]  C. Panter-Brick,et al.  A health equity critique of social marketing: where interventions have impact but insufficient reach. , 2013, Social science & medicine.

[28]  A. Yancey,et al.  A cross-sectional prevalence study of ethnically targeted and general audience outdoor obesity-related advertising. , 2009, The Milbank quarterly.

[29]  S A Jebb,et al.  EPODE approach for childhood obesity prevention: methods, progress and international development , 2012, Obesity reviews : an official journal of the International Association for the Study of Obesity.

[30]  M J Gibney,et al.  IEFS pan-EU survey of consumer attitudes to food, nutrition and health. , 1997, European journal of clinical nutrition.

[31]  C. Elliott.  ‘Big Food’ and ‘gamified’ products: promotion, packaging, and the promise of fun , 2015 .

[32]  A. Hodge,et al.  The mediating role of dietary factors and leisure time physical activity on socioeconomic inequalities in body mass index among Australian adults , 2013, BMC Public Health.

[33]  Simone Pettigrew,et al.  Evaluation outcomes of a long-running adult nutrition education programme , 2015, Public Health Nutrition.

[34]  R. Bhatia,et al.  Competitive foods, discrimination, and participation in the National School Lunch Program. , 2011, American journal of public health.

[35]  B. Neal,et al.  Profits and pandemics: prevention of harmful effects of tobacco, alcohol, and ultra-processed food and drink industries , 2013, The Lancet.

[36]  L. Dubé,et al.  Promoting health or promoting pleasure? A contingency approach to the effect of informational and emotional appeals on food liking and consumption , 2000, Appetite.

[37]  J. Alba,et al.  Pleasure principles: A review of research on hedonic consumption , 2013 .

[38]  S. Pettigrew,et al.  Dimensions of parents' attitudes to unhealthy foods and beverages , 2015 .

[39]  T. Deckersbach,et al.  Pilot randomized trial demonstrating reversal of obesity-related abnormalities in reward system responsivity to food cues with a behavioral intervention , 2014, Nutrition & Diabetes.

[40]  K. Brownell,et al.  Comparison of price change and health message interventions in promoting healthy food choices. , 2002, Health psychology : official journal of the Division of Health Psychology, American Psychological Association.

[41]  A. Hollingworth,et al.  The relationship between eating-related individual differences and visual attention to foods high in added fat and sugar. , 2012, Eating behaviors.

[42]  P. Arroyo,et al.  Social marketing to improve healthy dietary decisions: Insights from a qualitative study in Mexico , 2014 .

[43]  Pierre Chandon,et al.  Featured Article How Package Design and Packaged-based Marketing Claims Lead to Overeating , 2013 .

[44]  Judith Wylie-Rosett,et al.  Diet and Lifestyle Recommendations Revision 2006: A Scientific Statement From the American Heart Association Nutrition Committee , 2006, Circulation.

[45]  S. Kumanyika,et al.  The context for choice: health implications of targeted food and beverage marketing to African Americans. , 2008, American journal of public health.

[46]  Kristi B. Adamo,et al.  Parental Perceptions and Childhood Dietary Quality , 2014, Maternal and Child Health Journal.

[47]  M. Geuens,et al.  Emotional advertising: Revisiting the Role of Product Category , 2011 .

[48]  E. Roos,et al.  Parental family food choice motives and children’s food intake , 2012 .

[49]  J Riis,et al.  Opportunities and barriers for smaller portions in food service: lessons from marketing and behavioral economics , 2014, International Journal of Obesity.

[50]  The use of negative themes in television food advertising , 2012, Appetite.

[51]  John Prescott,et al.  Motives for food choice: a comparison of consumers from Japan, Taiwan, Malaysia and New Zealand , 2002 .

[52]  Sandra C. Jones,et al.  Regulation, public health and social marketing: a behaviour change trinity , 2011 .

[53]  A. Giménez,et al.  Food and wellbeing. Towards a consumer-based approach , 2014, Appetite.

[54]  Dimitri A. Christakis,et al.  Nutrition Menu Labeling May Lead to Lower-Calorie Restaurant Meal Choices for Children , 2010, Pediatrics.

[55]  S. Riedel-Heller,et al.  Economic costs of overweight and obesity. , 2013, Best practice & research. Clinical endocrinology & metabolism.

[56]  L. Birch,et al.  Development of eating behaviors among children and adolescents. , 1998, Pediatrics.

[57]  C. Werle,et al.  Unhealthy food is not tastier for everybody: The “healthy=tasty” French intuition , 2013 .

[58]  K. Sanderson,et al.  Overweight and Obesity in Childhood and Risk of Mental Disorder: a 20-Year Cohort Study , 2011, The Australian and New Zealand journal of psychiatry.

[59]  F. Zimmerman,et al.  The effects of food advertising and cognitive load on food choices , 2014, BMC Public Health.

[60]  S. Pettigrew,et al.  The salience of food labeling among low-income families with overweight children. , 2013, Journal of nutrition education and behavior.

[61]  A. Morrill,et al.  The Obesity Epidemic in the United States , 2004, Journal of public health policy.

[62]  Brennan Davis,et al.  From Nutrients to Nurturance: A Conceptual Introduction to Food Well-Being , 2011 .

[63]  G. Zaltman,et al.  Social marketing: an approach to planned social change. , 1971 .

[64]  F. Arcidiacono,et al.  “You must eat the salad because it is nutritious”. Argumentative strategies adopted by parents and children in food-related discussions at mealtimes , 2014, Appetite.

[65]  Chery Smith,et al.  A Short-Term Intervention Improves Nutrition Attitudes in Low-Income Women Through Nutrition Education Relating to Financial Savvy , 2012 .

[66]  K. Berridge,et al.  Advances in the neurobiological bases for food ‘liking’ versus ‘wanting’ , 2014, Physiology & Behavior.

[67]  Pierre Chandon,et al.  Slim by Design: Redirecting the Accidental Drivers of Mindless Overeating , 2014 .

[68]  C. Elliott.  Healthy Food Looks Serious: How Children Interpret Packaged Food Products , 2009 .

[69]  W. Stroebe,et al.  As Pleasure Unfolds , 2010, Psychological science.

[70]  K. Brownell,et al.  The impact of food prices on consumption: a systematic review of research on the price elasticity of demand for food. , 2010, American journal of public health.

[71]  Andrea C. Carlson,et al.  The inverse relationship between food price and energy density: is it spurious? , 2014, Public Health Nutrition.

[72]  Koert van Ittersum,et al.  How Descriptive Food Names Bias Sensory Perceptions in Restaurants , 2005 .

[73]  R. Baumeister.  Yielding to Temptation: Self‐Control Failure, Impulsive Purchasing, and Consumer Behavior , 2002 .

[74]  K. Berridge,et al.  The tempted brain eats: Pleasure and desire circuits in obesity and eating disorders , 2010, Brain Research.

[75]  C. Graaf,et al.  Food choice: The battle between package, taste and consumption situation , 2014, Appetite.

[77]  James Dollman,et al.  Screen time is more strongly associated than physical activity with overweight and obesity in 9‐ to 16‐year‐old Australians , 2012, Acta paediatrica.

[78]  D. Mela.  Eating for pleasure or just wanting to eat? Reconsidering sensory hedonic responses as a driver of obesity , 2006, Appetite.

[79]  Amanda K. Hall,et al.  Transformative social marketing: co‐creating the social marketing discipline and brand , 2012 .

[80]  P ROZIN,et al.  Attitudes to Food and the Role of Food in Life in the U.S.A., Japan, Flemish Belgium and France: Possible Implications for the Diet–Health Debate , 1999, Appetite.

[81]  P. Veugelers,et al.  Availability and night‐time use of electronic entertainment and communication devices are associated with short sleep duration and obesity among Canadian children , 2013, Pediatric obesity.

[82]  V. Morwitz,et al.  The interplay of health claims and taste importance on food consumption and self-reported satiety , 2013, Appetite.

[83]  S. Buetow,et al.  Eating when empty is good for your health. , 2010, Medical hypotheses.

[84]  J. Korr.  Healthy Cartoons? , 2008 .

[85]  Graham A Colditz,et al.  The effectiveness and risks of bariatric surgery: an updated systematic review and meta-analysis, 2003-2012. , 2014, JAMA surgery.

[86]  J. Kotler,et al.  The Influence of Media Characters on Children's Food Choices , 2012, Journal of health communication.

[87]  V. Njike,et al.  A cost comparison of more and less nutritious food choices in US supermarkets , 2011, Public Health Nutrition.

[88]  G. Hastings,et al.  Towards evidence-based marketing: the case of childhood obesity , 2007 .

[89]  S. Jebb,et al.  Downward trends in the prevalence of childhood overweight in two pilot towns taking part in the VIASANO community‐based programme in Belgium: data from a national school health monitoring system , 2015, Pediatric obesity.

[90]  M. McCarthy,et al.  Saints, sinners and non-believers: the moral space of food. A qualitative exploration of beliefs and perspectives on healthy eating of Irish adults aged 50–70 , 2014, Appetite.

[91]  M. Rothschild.  Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors , 1999 .

[92]  Robyn McConchie,et al.  Promoting consumption of fruit and vegetables for better health. Have campaigns delivered on the goals? , 2014, Appetite.

[93]  Jennifer L. Pomeranz,et al.  A crisis in the marketplace: how food marketing contributes to childhood obesity and what can be done. , 2009, Annual review of public health.

[94]  S. Pettigrew,et al.  Process evaluation outcomes from a global child obesity prevention intervention , 2014, BMC Public Health.

[95]  D. Liem,et al.  Parents’ food choice motives and their associations with children’s food preferences , 2014, Public Health Nutrition.

[96]  Pierre Chandon,et al.  Does food marketing need to make us fat? A review and solutions , 2012, Nutrition reviews.

[97]  D. Neumark-Sztainer,et al.  Individual and environmental influences on adolescent eating behaviors. , 2002, Journal of the American Dietetic Association.

[98]  S. Nitzke,et al.  Position of the academy of nutrition and dietetics: total diet approach to healthy eating. , 2013, Journal of the Academy of Nutrition and Dietetics.

[99]  S. Swithers.  Artificial sweeteners produce the counterintuitive effect of inducing metabolic derangements , 2013, Trends in Endocrinology & Metabolism.

[100]  J. Cawley.  An economic framework for understanding physical activity and eating behaviors. , 2004, American journal of preventive medicine.

[101]  K. Brownell,et al.  Influence of Licensed Characters on Children's Taste and Snack Preferences , 2010, Pediatrics.

[102]  Wendell R. Smith.  Product Differentiation and Market Segmentation as Alternative Marketing Strategies , 1956 .

[103]  Aradhna Krishna,et al.  The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste , 2010 .

[104]  U. Oltersdorf.  Impact of nutrition behaviour research on nutrition programmes and nutrition policy , 2003, Appetite.

[105]  J. Wardle,et al.  Cluster-randomised trial to evaluate the ‘Change for Life’ mass media/ social marketing campaign in the UK , 2012, BMC Public Health.

[106]  Linda J. Burke.  Healthy eating in the school environment – a holistic approach* , 2002 .

[107]  M. Kringelbach,et al.  The functional human neuroanatomy of food pleasure cycles , 2012, Physiology & Behavior.

[108]  Andrew S. Hanks,et al.  Healthy Convenience: Nudging Students to Make Healthier Choices in the Lunchroom , 2011, Journal of public health.

[109]  Gerard Hastings,et al.  Relational Paradigms in Social Marketing , 2003 .

[110]  B. Wansink,et al.  Attractive names sustain increased vegetable intake in schools. , 2012, Preventive medicine.

[111]  S. Hamilton,et al.  Obesity And Hyperbolic Discounting: An Experimental Analysis , 2012 .

[112]  Robert C Hornik,et al.  Use of mass media campaigns to change health behaviour , 2010, The Lancet.

[113]  Paul Rozin,et al.  Experienced and remembered pleasure for meals: Duration neglect but minimal peak, end (recency) or primacy effects , 2007, Appetite.

[114]  J. Dollman,et al.  Parental nutrition knowledge and attitudes as predictors of 5–6-year-old children's healthy food knowledge , 2011, Public Health Nutrition.

[115]  L. Snyder.  Health communication campaigns and their impact on behavior. , 2007, Journal of nutrition education and behavior.

[116]  Ronald J. Faber,et al.  A model of self-regulation , 2012 .

[117]  H. Rutter.  Where next for obesity? , 2011, The Lancet.

[118]  Roberta Sassatelli,et al.  Consumption, Pleasure and Politics , 2010 .

[119]  Sonya A. Grier,et al.  Social marketing in public health. , 2005, Annual review of public health.

[120]  S. Pettigrew,et al.  A thematic content analysis of children’s food advertising , 2007 .

[121]  Jennifer L. Pomeranz,et al.  The need for public policies to promote healthier food consumption: A comment on Wansink and Chandon (2014) , 2014 .

[122]  Thomas Wadden,et al.  Systematic Review: An Evaluation of Major Commercial Weight Loss Programs in the United States , 2005, Annals of Internal Medicine.

[123]  Petra Sneijder,et al.  Disputing taste: Foods pleasure as an achievement in interaction , 2005, Appetite.

[124]  Julia Somers,et al.  The association of mavenism and pleasure with food involvement in older adults , 2014, International Journal of Behavioral Nutrition and Physical Activity.

[125]  Ilya Rahkovsky,et al.  Economic Costs and Benefits of Healthy Eating , 2013, Current Obesity Reports.

[126]  T. Nicklas,et al.  Position of the American Dietetic Association: Dietary guidance for healthy children ages 2 to 11 years. , 2004, Journal of the American Dietetic Association.

[127]  Kelly L. Haws,et al.  (Im)moral Support: The Social Outcomes of Parallel Self-Control Decisions , 2014 .

[128]  J. Wayman,et al.  Social marketing at a critical turning point , 2012 .