Portal de Periódicos da CAPES

De-Marketing Obesity

2005; SAGE Publishing; Volume: 47; Issue: 4 Linguagem: Inglês

10.2307/41166314

2162-8564

Brian Wansink, Mike Huckabee,

Consumer Behavior in Brand Consumption and Identification

Although catering to our biological interests, food companies have been recently accused of contributing to the growing problem of obesity. As a result, managers are torn between trying to satisfy consumers and trying to satisfy concerned public policy officials who bring threats of taxes, fines, restrictions, and legislation. Although the situation appears perplexing, there are profitable win-win solutions. This article describes two hard-wired principles that influence food acquisition and consumption, and it identifies four reversible drivers of food consumption that marketers could use to help consumers better control what and how much they eat.