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SBE 2020: Submission Detail

ID Number: 40
Title: How Can We Harness Marketing Strategies to Stem the
Lead Author: Cohen, Deborah A
Abstract: Given the epidemics of obesity and dietary-related chronic diseases, this paper argues that we need to do more research in food retail outlets by creating embedded consumer behavior laboratories. The point of purchase is a critical moment in consumer behavior. Frequently, in ways people cannot readily recognize nor easily resist, they are influenced to buy and consume products that increase their risk of or exacerbate chronic diseases. Consumer behavior laboratories should be built in real- world, working retail settings to capture the influence of multiple cues and stimuli. These laboratories should develop and test strategies to encourage people to make food choices consistent with the Dietary Guidelines for Americans. Understanding the economic impact of changing diets is crucial, since ultimately it will be necessary to decrease the consumption of low-nutrient items to reduce obesity. Using technology like video cameras and smart cash registers in restaurants and supermarkets we can study how the atmospherics, displays, and promotional strategies influence choice. Consumer behavior laboratories could be a national resource for a variety of multi-disciplinary investigators who would apply to use the venues to conduct experiments to optimize dietary behaviors and reduce chronic diseases. Lessons learned can inform public policy.
PDF: Cohen_Deborah_40.pdf

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