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  • Childhood Obesity and Children’s Food Values: Research for Social Marketing

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    40719_1.pdf (43.95Kb)
    Author(s)
    Davis, Megan
    Sullivan Mort, Gillian
    Griffith University Author(s)
    Sullivan Mort, Gillian
    Year published
    2006
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    Abstract
    Childhood obesity is an issue of concern throughout the world due to its effects on the individual and implications on the economic and social fabric of society. This paper seeks to add to the literature on childhood obesity by researching the issue from a social marketing perspective. The research examines relationships between personal values driving food consumption, choice motives and weight status. To this end, the value structures of fifty-four pre-adolescent children are elicited using depth laddering interviews. These cognitive structures are analysed using means-end chains and hierarchical value maps and compared ...
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    Childhood obesity is an issue of concern throughout the world due to its effects on the individual and implications on the economic and social fabric of society. This paper seeks to add to the literature on childhood obesity by researching the issue from a social marketing perspective. The research examines relationships between personal values driving food consumption, choice motives and weight status. To this end, the value structures of fifty-four pre-adolescent children are elicited using depth laddering interviews. These cognitive structures are analysed using means-end chains and hierarchical value maps and compared across weight category. Findings are then discussed in a social marketing context to address the obesity epidemic and future research directions are identified.
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    Conference Title
    ANZMAC 2006 Conference
    Publisher URI
    https://anzmac.wildapricot.org/
    Copyright Statement
    © The Author(s) 2006. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
    Publication URI
    http://hdl.handle.net/10072/13207
    Collection
    • Conference outputs

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