Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge

Rajeev Batra (University of Michigan, USA) (Author) ,  Victor J. Strecher (Author) ,  Punam Anand Keller (Author)

• Introduction Part I. Overviews 1. Design of Effective Obesity Communications: Insights From Consumer Research 2. Population-Based Prevention of Obesity Part II. Research on Consumer Biases 3. An Ounce of Prevention, An Apple a Day: Effects of Consumers’ Lay Theories on Health-Related Behaviors 4. Calorie Estimation Biases in Consumer Choice 5. Food Temptations Versus Self-Control: Friends or Enemies? 6. Thinking About Health and Obesity: How Consumers’ Mental Experiences Influence Health Judgments 7. How the Body Type of Others Impacts Our Food Consumption Part III. Communication Strategy and Tactics 8. The Relative Effectiveness of Gain-Framed and Loss-Framed Persuasive Appeals Concerning Obesity-Related Behaviors: Meta-Analytic Evidence and Implications 9. Practicing What You Preach: Using Hypocrisy and Cognitive Dissonance to Reduce the Risk for Obesity 10. The Use of Negative Emotions in Health Communication: Implications for Fighting Obesity 11. Using Identity Signaling to Combat Obesity and Improve Public Health 12. Developing and Validating Motivational Message Interventions for Improving Prescription Drug Adherence With Consumers Confronting Chronic Diseases Part IV. Combating Obesity in Children and Young Adults 13. Preventing Childhood Obesity by Persuading Mothers to Breastfeed: Matching Appeal Type to Personality 14. Ecological Factors and Childhood Obesity: A Structural Look, Part V. Environmental and Policy Perspectives 16. Bringing a Bit of Social Marketing to the Problem of Obesity 17. Marketing MyPyramid: Taking the Dietary Guidelines Home 18. Simplified Nutrition Guidelines to Fight Obesity 19. Shrinking Liberty to Combat Expanding Waistlines 20. Controlling Obesity: Lessons Learned From Tobacco Control and Tobacco Marketing Research