Making multicultural millennials healthy: The influence of health ‘edutainment’ and other drivers on health-oriented diet change

Tyrha M. Lindsey-Warren and Charlene A. Dadzie
Additional contact information
Tyrha M. Lindsey-Warren: Clinical Assistant Professor of Marketing, Baylor University, USA

Journal of Cultural Marketing Strategy, 2019, vol. 4, issue 1, 29-41

Abstract: Is society doing enough to improve health outcomes for non-white millennials? Are marketing and advertising campaigns effective, especially when it comes to reaching millennials? Within the USA, explicit consideration is now being given to the role of the media in influencing millennials’ perceptions of healthy living. Drawing on theories of expanded cognitive elaboration and storytelling, this research proposes a communication strategy for marketing, advertising and digital scholars and practitioners who want to address health issues for multicultural millennials. Incorporating qualitative and experimental design methods, this study finds that by bolstering self-identity and employing health ‘edutainment’, it is possible to have a positive impact on the health intentions and behaviours of the millennial generation

Keywords: millennials; health; edutainment; diet; empowerment; multicultural (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3187/download/ (application/pdf)
https://hstalks.com/article/3187/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2019:v:4:i:1:p:29-41

Access Statistics for this article

More articles in Journal of Cultural Marketing Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().