Social Risk Efficacy in Preventing Youth Obesity

Carolina Werle, Grenoble Ecole de Management, France
Sabine Boesen-Mariani, Université Pierre Mendes France, Grenoble, France
Marie-Laure Gavard-Perret, Université Pierre Mendes France, France
Stéphanie Berthaud, Université Pierre Mendes France, CERAG, France
Obesity prevention campaigns highlighting health risks and using a promotion orientation are pervasive. Yet, adolescents are especially susceptible to obesity social risks. An experiment conducted in French schools shows that social arguments change adolescents’ immediate behavior (real snack choice) and intentions to watch eating behavior. Health arguments have no effect on behaviors and limited influence on intentions.
[ to cite ]:
Carolina Werle, Sabine Boesen-Mariani, Marie-Laure Gavard-Perret, and Stéphanie Berthaud (2011) ,"Social Risk Efficacy in Preventing Youth Obesity", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.