Place, Prosocial Activity, and Unhealthy Consumption

Brennan Davis, Baylor University, USA
Connie Pechmann, University of California at Irvine, USA
The authors investigate the effects of place and prosocial activity on unhealthy consumption by studying fast-food placement around schools. They tie geographic data on fast food with survey data on a half million middle and high school students to show that, for students with greater prosocial activity, those near versus not near fast food: 1) consume more unhealthy food; and 2) are more likely to be obese. For students with lesser prosocial activity, however, there is no such connection. The results support the proposition that prosocial activity modifies the role of place on consumption.
[ to cite ]:
Brennan Davis and Connie Pechmann (2010) ,"Place, Prosocial Activity, and Unhealthy Consumption", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 572-573 .