Consumer obesity salience and body satisfaction : an investigation into the impact of individual differences on the effectiveness of social advertising messages

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dc.contributor.advisor Prof. Brett A.S. Martin en
dc.contributor.author Veer, Ekant en
dc.date.accessioned 2007-12-11T23:13:25Z en
dc.date.available 2007-12-11T23:13:25Z en
dc.date.issued 2007 en
dc.identifier.citation Thesis (PhD--Marketing)--University of Auckland, 2007 en
dc.identifier.uri http://hdl.handle.net/2292/2254 en
dc.description Restricted Item. Print thesis available in the University of Auckland Library or may be available through Interlibrary Loan. en
dc.description.abstract The marketing of social causes has received significantly less theoretical and applied research relative to profit-oriented marketing, despite a resurgence in recent years. With an increasing need by governing bodies to deliver effective marketing messages to promote various forms of social change, the need for social marketing research is greater than ever (Andreasen 1995). This thesis utilises the key public health issue of obesity to elucidate the nuances associated with social marketing, with a particular focus on the impact that social advertising messages have on encouraging intentions to live a healthier life. With the ever increasing incidence of obesity-related illness, death and cost to society (Benson et al. 1980; Kotler and Roberto 1989; Mokdad et al. 2003; Mokdad et al. 2004), the context of obesity is pertinent for social marketing academics and practitioners alike. This thesis investigates how consumers react differently toward advertising cues, depending on how salient individual characteristics are as part of their psyche. It is shown that ephemeral states of awareness about one’s body size, or Obesity Salience, coupled with the variable states of liking about one’s body image, or Body Satisfaction, affect an individual’s behavioural intentions when presented with advertising messages that encourage healthy living. This study aims to identify, using causal lab experimentation, how marketers can not only better understand the effects that individual differences have on consumer perceptions towards presented social marketing programmes, but also how to target social marketing strategies in order to maximise favourable behavioural intentions. en
dc.description.sponsorship University of Auckland Doctoral Scholarship en
dc.language.iso en en
dc.publisher ResearchSpace@Auckland en
dc.relation.ispartof PhD Thesis - University of Auckland en
dc.relation.isreferencedby UoA1757781 en
dc.rights Restricted Item. Print thesis available in the University of Auckland Library or may be available through Interlibrary Loan. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.subject Marketing en
dc.subject Obesity Salience en
dc.subject Advertising en
dc.subject Public Health en
dc.title Consumer obesity salience and body satisfaction : an investigation into the impact of individual differences on the effectiveness of social advertising messages en
dc.type Thesis en
thesis.degree.discipline Marketing en
thesis.degree.grantor The University of Auckland en
thesis.degree.level Doctoral en
thesis.degree.name PhD en
dc.rights.holder Copyright: The author en
dc.rights.accessrights http://purl.org/eprint/accessRights/ClosedAccess en


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