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

Valérie Hemar-Nicolas () and Pascale Ezan ()
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Valérie Hemar-Nicolas: RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11
Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: Well-being and food: An identification of communication levers to children consumers 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 psycho- logy. It thus highlights how brands may promote food well-being towards children while respecting the child's spe- cificities. 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.

Keywords: food; well-being; child; brand; advertising; positive psychology.; alimentation; bien-être; enfant; marque; publicité; psychologie positive. (search for similar items in EconPapers)
Date: 2019-01-09
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Published in Décisions Marketing, 2019, 92, pp.77-95. ⟨10.7193/DM.092.77.95⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02307816

DOI: 10.7193/DM.092.77.95

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