Thumbnail - Request a copy

“Alisha in Obesity-land”: Is Food Marketing the Mad Hatter?

Johnson, Guillaume D.; Grier, Sonya A. (2011), “Alisha in Obesity-land”: Is Food Marketing the Mad Hatter?, International Journal of Case Studies in Management, 9, 4

Type
Article accepté pour publication ou publié
Date
2011-11
Journal name
International Journal of Case Studies in Management
Volume
9
Number
4
Publisher
HEC Montréal
Metadata
Show full item record
Author(s)
Johnson, Guillaume D.
Dauphine Recherches en Management [DRM]
Grier, Sonya A.
Abstract (EN)
This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension - targeted marketing to ethnic minority children. Although US government reports clearly cite the disproportionate rates of obesity among ethnic minority youth, limited attention is paid to understanding whether the factors that contribute to obesity among children in general may have an excessive impact on ethnic minority youth.
Subjects / Keywords
Consumer behavior; Nutrition; Psychological aspects; Food habits; Marketing; Advertising
JEL
D12 - Consumer Economics: Empirical Analysis
I12 - Health Behavior
M14 - Corporate Culture; Diversity; Social Responsibility
M31 - Marketing
M37 - Advertising