Advertising, consumer behaviour and health: Exploring possibilities for health promotion

Abstract

The present paper examines the potential of a consumer behaviour approach as a means of using television advertising for health-promotion purposes. Research on the portrayal of health on television is reviewed and recent developments in employing regular television broadcasting for health education are discussed. Based on empirical findings, a consumer behaviour approach for health promotion is outlined, based on the relationship between health behaviour and consumer behaviour as an outcome of targeted advertising. The theoretical and practical implications of this approach are discussed.

Social marketing to improve healthy dietary decisions

“…In addition, the information provided in the food labels requires revision to make it more understandable through the use of a less technical language, disclosure of nutrients in QMR 17,3 the product as percentages of the total requirements per day and references about minimum or maximum amounts of nutrients required to cover nutrition needs. In reference to advertising, it has been suggested that mass communication is as an effective means to change complex health behaviors (Fennis, 2003) and confirmed in this research by the experts and some of the participants in the focus groups. Therefore the recommendation is to design advertising campaigns with the collaboration of professionals on public health.…”

Improving media campaigns promoting physical activity: the underutilized role of gender

“…Over the past two decades, public health organizations have become more interested in utilizing advertising to promote healthful behaviors (Fennis, 2003). Fennis (2003, p. 317) calls on strategists to employ a consumer behavior approach when designing televisionbased public health campaigns; he believes that carefully designed campaigns based on this approach can be far more effective than those of the past and envisions a ''vast potential for advertising to influence health-related attitudes and behaviors.''…”

“…Fennis (2003, p. 317) calls on strategists to employ a consumer behavior approach when designing televisionbased public health campaigns; he believes that carefully designed campaigns based on this approach can be far more effective than those of the past and envisions a ''vast potential for advertising to influence health-related attitudes and behaviors.'' Whereas prior models of health behavior (e.g., health belief model, protection motivation theory) have been illuminating in an intervention context, Fennis (2003) argues that they are not appropriate models within a media context, since they assume relatively high levels of involvement on the part of media receivers. Fennis asserts that in order to effectively utilize television advertising as a means of promoting healthful behaviors, consumer behavior theory should be employed.…”

“…This theory, unlike prior models, explicitly addresses low involvement information processing styles characteristic of most advertising receivers. ''Using consumer behavior theories, the focus is not on a complete lifestyle to be changed, but on health-related or health-relevant information processing, decision making, and purchase and consumption behavior'' (Fennis, 2003;p. 321).…”

“…In other words, Fennis calls for public health strategists to utilize a consumer behavior approach and its concomitant focus on information processing when designing advertising campaigns. In his call for the use of consumer behavior theory in health-related fields, Fennis (2003;p.321) specifically notes ''areas of research that may be fruitfully employed include advertising information processing models. .…”