ISBN-10:
0309391318
ISBN-13:
9780309391313
Pub. Date:
05/20/2016
Publisher:
National Academies Press
Food Literacy: How Do Communications and Marketing Impact Consumer Knowledge, Skills, and Behavior? Workshop Summary

Food Literacy: How Do Communications and Marketing Impact Consumer Knowledge, Skills, and Behavior? Workshop Summary

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Overview

In September 2015, the National Academies of Sciences, Engineering, and Medicine's Food and Nutrition Board convened a workshop in Washington, DC, to discuss how communications and marketing impact consumer knowledge, skills, and behavior around food, nutrition, and healthy eating. The workshop was divided into three sessions, each with specific goals that were developed by the planning committee:

Session 1 described the current state of the science concerning the role of consumer education, health communications and marketing, commercial brand marketing, health literacy, and other forms of communication in affecting consumer knowledge, skills, and behavior with respect to food safety, nutrition, and other health matters.

Session 2 explored how scientific information is communicated, including the credibility of the source and of the communicator, the clarity and usability of the information, misconceptions/misinformation, and the impact of scientific communication on policy makers and the role of policy as a macro-level channel of communication.

Session 3 explored the current state of the science concerning how food literacy can be strengthened through communication tools and strategies.

This report summarizes the presentations and discussions from the workshop.

Product Details

ISBN-13: 9780309391313
Publisher: National Academies Press
Publication date: 05/20/2016
Pages: 160
Sales rank: 1,236,091
Product dimensions: 6.00(w) x 8.90(h) x 0.40(d)

Table of Contents

Introduction 1

1 Session 1: Food Literacy and the Role of Communications Relating to Food Safety, Nutrition, and Other Health Matters 3

Food Literacy as a Path to Food Well-Being 4

A Health Literacy Perspective on Consumers' Food Education, Skills, and Behavior 11

Discussion 17

2 Session 2: Food Literacy and Communications Conveying Scientific Information Concerning Food Safety, Nutrition, or Other Health Matters-Opportunities and Challenges 23

Believing Science-Free Stuff: Nutrition Perceptions and the Role of Popular Culture 27

Translation of Scientific Research to Popular Thought 31

Credibility of Communicators: Whom Do Consumers Trust? 37

Food Communications: It's Greek to Me! 40

How Nutrition Information Is Presented to and Processed by Consumers 49

Activating Consumers on the Path-to-Purchase: Decoding the Role of Big Data and Digital Marketing 56

How Policies Can Promote Healthy Food Environments and Food Literacy to Benefit Population Health 60

Role of Policy: Why Do We Base Policy on How We Feel and Not on Science? 65

Panel Discussion 69

Feedback on the Day from a Media Perspective 79

3 Promoting Food Literacy: Communication Tools and Strategies 83

Memorable and Actionable Health Guidelines 85

Marketing to Expand the Practice of Behaviors Associated with Food Literacy 89

The Social Norms Approach: Changing Behavior Through a Paradigm Shift 95

Values and Vittles: A Commercial Marketing Practices Case History 98

Using Participatory Design to Improve Large-Scale Food Literacy 102

Panel Discussion 107

4 Food Literacy: Next Steps 113

What Does Food Literacy Success Look Like? 114

Educating Physicians and Other Health Care Professionals About Nutrition 116

Early Childhood Education 116

Language of Experts 117

Delivering Knowledge to People Whose Lives Are Too Busy for Them to Take on Any More "Chores" 117

Sending a Single Message Versus Designing a Communications Environment 120

The Profitability of Marketing Healthy Foods 120

Obesity as a Taboo Topic 121

References 123

Appendixes

A Workshop Agenda 131

B Abbreviations and Acronyms 135

C Speaker Biographical Sketches 137

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