Value-Driven Mexican Consumer Behavior and the Obesity Epidemic

Nita Umashankar, University of Texas at Austin, United States
Wayne Hoyer, University of Texas at Austin, United States
The standard Public Policy approach to understanding unhealthy consumption addresses how market failures and marketing influence food choices (Seiders and Petty, 2004). The internal factors affecting obesity have largely been ignored in consumer behavior research. We hypothesize that unhealthy consumption is a direct result of behavioral tendencies managed by the consumers themselves. Our findings indicate that over-consumption is driven by five core values that facilitate perceptions relating to obesity, health and consumption. These perceptions are then transformed into consumption behaviors. The premise of this study involves Mexican immigrants. We suggest that policies should consider their deeply held values to modify behavior while remaining congruent with embedded cultural norms.
[ to cite ]:
Nita Umashankar and Wayne Hoyer (2007) ,"Value-Driven Mexican Consumer Behavior and the Obesity Epidemic", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 405-408.