A Comparison of Advertising, Social, and Cognitive Predictors of Overeating Behavior

The prevalence of adolescent and adult obesity has increased interest in overeating behaviors. The current research explored individual and combined effects of advertising, social, and cognitive predictors on overeating behaviors in an adolescent and adult population. The findings suggest that (1) although advertising media alone may have a significant effect on adolescent overeating, parental influence, peer influence, and self-efficacy beliefs largely neutralize such influence, (2) peer and parental influences strongly predict adolescent overeating, but parental influence wanes as individuals reach adulthood, and (3) self-efficacy is the most significant predictor of adolescent and adult overeating.


Brian Russ Kinard, Cynthia Webster, and Allyn White (2008) ,"A Comparison of Advertising, Social, and Cognitive Predictors of Overeating Behavior", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 563-569.


Brian Russ Kinard, University of North Carolina, Wilmington
Cynthia Webster, Mississippi State University
Allyn White, Mississippi State University


NA - Advances in Consumer Research Volume 35 | 2008

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