Well-being and food: An identification of communication levers to children consumers

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

Valérie Hémar-Nicolas () and Pascale Ezan ()
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Valérie Hémar-Nicolas: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay
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: 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.

Keywords: Alimentation; Bien-être; Enfant; Marque; Publicité; Psychologie Positive; Food; Well-being; Children; Brand; Advertising; Positive Psychology (search for similar items in EconPapers)
Date: 2018-10
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Published in Décisions Marketing, 2018, 92, pp.77-95. ⟨10.7193/DM.092.77.95⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04154632

DOI: 10.7193/DM.092.77.95

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