The dark side of advertising: promoting unhealthy food consumption

Abstract

Purpose Scholars have noted the impact of advertising on unhealthy food consumption. However, a systematic literature review (SLR) on this topic is currently lacking. This study aims to find, analyze and synthesize prior literature to set the stage for future researchers and practitioners. It also uncovers research gaps, suggests potential research questions and presents a conceptual framework for use in future research. Design/methodology/approach This paper catalogs and synthesizes topic-related literature by using the time-tested SLR methodology. It identifies and analyzes 99 relevant studies that have addressed the impact of advertising on unhealthy food consumption. Research profiling of the selected studies supported the synthesis of key themes in the extant literature. Findings The authors identify three key thematic foci: a) viewer attributes pertaining to excessive unhealthy food consumption, b) advertisement attributes pertaining to excessive unhealthy food consumption and, c) unhealthy food consumption regulation. Within these themes, the authors also identify some subthemes, presenting specific advertising and viewer attributes that contribute to unhealthy food consumption. The authors further develop a conceptual framework based on the stimulus-organism-response (S-O-R) model, summarizing the findings of the study. This could aid future researchers and practitioners in their design of certain strategies. Research limitations/implications The study uncovers various gaps in the extant literature and suggests potential areas that can be examined by scholars. From a practical perspective, the study recommends certain actionable strategies for policymakers, helping customers to achieve the long-term goal of obesity reduction. Practical implications From the perspective of practice, the study recommends certain actionable strategies for policymakers helping customers achieve the long-term goal of obesity reduction. Originality/value The current study makes a novel contribution to the research on advertising and unhealthy food consumption by identifying theme-based research gaps in the existing literature, mapping those with potential research questions and presenting a conceptual framework based on the S-O-R model. Based on the findings, the study also proposes five potential research models examining diverse aspects of advertising and unhealthy food consumption to guide interested scholars and practitioners to shape the future research discourse.

Sedentary Behaviors and Eating Habits in Active and Inactive Individuals: A Cross-Sectional Study in a Population from Southern Italy

“…The most used metric for SB in earlier research has been the amount of time spent watching television, revealing links between TV viewing frequency and cardiovascular risk factors, obesity, metabolic syndrome and type 2 diabetes [ 29 ]. It has been demonstrated that watching TV increases calorie intake, also because of ads promoting foods high in fat, sugar and salt that are increasingly common when viewing TV, which encourage the consumption of these foods [ 30 ]. Furthermore, not only watching TV but also social media use may have some impact on teenagers’ and children’s dietary choices and desires [ 31 , 32 ].…”

Relationship of Advertising Appeals and Impulsive Purchasing Inclination: Role of Self-Control and Marital Status as Moderators

“…Advertising consumes an important share of the promotional budget (Sama, 2019) and has a significant impact on consumer behavior (Deshpande et al, 2023;Y. Zhang & Yang, 2023).…”

Digital Marketing and Fast-Food Intake in the UAE: The Role of Firm-Generated Content among Adult Consumers

“…Analysis of the effects of advertisements and marketing communications on food and nutrition has become an emerging research line [36][37][38]. Various studies have provided evidence on the potential adverse effects of advertising on the consumption patterns of unhealthy foods [9,23,25,38]. Research focused on fast food faces the absence of a universally accepted definition of the concept [39].…”

“…Although advertising for high-energy, low-nutrient foods is associated with an increasing prevalence of obesity across cultures, reactions to these advertising practices vary widely [5,8,49]. In places where obesity is prevalent, fast-food advertising faces scrutiny and stricter regulations are put in place, demanding that companies promote healthy habits and avoid messages that exploit the most vulnerable [38,51]. Conversely, in cultures with traditionally low obesity rates and an emphasis on dietary moderation, advertising has focused less on health and more on the taste and convenience of fast foods [43,44,52].…”

“…Conversely, in cultures with traditionally low obesity rates and an emphasis on dietary moderation, advertising has focused less on health and more on the taste and convenience of fast foods [43,44,52]. However, even these societies are not immune to change, as the growing influence of Western lifestyles and the availability of fast food are introducing new public health challenges that demand attention [30,38].…”