While most agree that information plays an important role in influencing consumer decisions or guiding behavior, countless consumer research efforts mask the subtlety and nuance with which consumers use information. Accordingly, Chapter IV devotes specific attention to consumers' confidence and credibility in common media and information sources on obesity. We also consider the role of the Internet in framing consumer responses to obesity.
The experts all agree. Obesity is a national health problem of epidemic proportions. Yet, while public health officials, policy analysts, nutritionists, the media, retailers and manufacturers watch the number of overweight and obese individuals increase, they remain unable to answer a very important question. Namely, how is it that most overweight individuals appear unable to address their "problem"? Questions about how obesity, the problem, affects individuals' day-to-day lives remain largely unanswered. This report addresses that shortcoming with the most comprehensive study.
This study will allow you to:
*Gain a greater understanding of how obesity could impact your business *Identify key triggers that will encourage consumers to change their eating and/or exercise patterns *Understand the eating occasions where consumers think/don't think about obesity *Make decisions on how to address the obesity issue as it relates to your category
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