|dc.description.abstract||Recent research shows that increases in unhealthy dietary patterns are occurring at a faster rate than increases in healthy dietary patterns in most parts of the world (Imamura, Micha et al., 2015). This is despite longstanding knowledge of the importance of a nutritious diet for health and wellbeing, the prevention of illness, and as a foundation for physical, mental and emotional performance (World Health Organization, 2003; Rodriguez, DiMarco et al., 2009; Montain, Carvey et al., 2010). As a consequence, cardiovascular diseases, obesity and diabetes are leading causes of death and disability (World Health Organization, 2014).
Social marketing has been used extensively to improve health and for the betterment of society, including in the nutrition domain (Gordon, McDermott et al.,
2006; McDermott, Stead et al., 2006). With historical roots in the social sciences and commercial marketing, social marketing seeks to apply marketing thought to social issues for the benefit of individuals and society (Andreasen, 1994). To date, social marketing has predominately focused on individuals, maintaining a downstream focus in its attempts to foster behaviour change (Gordon, 2013) relying heavily on promotion, education and persuasion to encourage individuals to make a conscious decision to change their behaviour. The broader social sciences and commercial marketing recognise that much human behaviour occurs automatically (or subconsciously) and is heavily influenced by our surroundings (Bargh, 2002). Recognition of dual processes (both conscious and automatic decision-making processes) during either formative research or intervention has been largely unexplored in social marketing.||