Skip to Main content Skip to Navigation
Journal articles

Bien-être et alimentation : une identification des axes de communication à destination des enfants consommateurs

Abstract : While some food brands seek to deploy a well-being promise in their communications, this article aims to define the outlines of a food well-being respectful of young consumers’ needs. The research tackles the concept of well-being with children based on advertising contents and analyses children’s responses through the lens of positive psychology. It thus highlights how brands may promote food well-being towards children while respecting the child’s specificities. It shows that, from children’s perspective, food generates objective and subjective as well as transient and durable well-being. While reminding the effect of food on vitality, health, sensory and social pleasure, it specifically advocates considering the child as an actor of his/her food consumption and valuing his/her needs for autonomy, responsibility, and strong affective links, as sources of well-being.
Complete list of metadatas

https://hal-normandie-univ.archives-ouvertes.fr/hal-02014068
Contributor : Sabrina Mommolin <>
Submitted on : Monday, February 11, 2019 - 1:54:11 PM
Last modification on : Wednesday, September 16, 2020 - 5:31:04 PM

Identifiers

  • HAL Id : hal-02014068, version 1

Citation

Valérie Hemar-Nicolas, Pascale Ezan. Bien-être et alimentation : une identification des axes de communication à destination des enfants consommateurs. Décisions Marketing, Association Française du Marketing, 2018, 19 p. ⟨hal-02014068⟩

Share

Metrics

Record views

70