media disparities, marketing and obesity among minority...
TRANSCRIPT
Sonya A. Grier Kogod School of Business
American University
ALL
RIG
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ERVE
D
Presentation to The Lambert Family Communication Conference: Children, Media and Race
Washington, D.C., June 8, 2011
Media Disparities, Marketing and Obesity among Minority Youth
Obesity among 2-5 year olds (2003-2006)
12.4
16.6
13.3
10.2 11.1
14.5
18.8
0 2 4 6 8
10 12 14 16 18 20
Total Girls (2-5) Boys (2-5)
Total Non-Hispanic Black Non-Hispanic White Mexican-American
Ogden, Cynthia L., Margaret D. Carroll, and Katherine M. Flegal (2008), "High Body Mass Index for Age among Us Children and Adolescents, 2003-2006 " JAMA: The Journal of the American Medical Association, 299 (20), 2401-05.
Perc
enta
ge w
ith B
MI >
95t
h per
cent
ile
Obesity among 12-19 year olds (2003-2006)
Ogden, Cynthia L., Margaret D. Carroll, and Katherine M. Flegal (2008), "High Body Mass Index for Age among Us Children and Adolescents, 2003-2006 " JAMA: The Journal of the American Medical Association, 299 (20), 2401-05.
17.6
27.7
18.5
14.5 17.3
19.9 22.1
0
5
10
15
20
25
30
Total Girls Boys
Total Non-Hispanic Black Non-Hispanic White Mexican-American
Perc
enta
ge w
ith B
MI >
95t
h per
cent
ile
Ethnicity, Obesity and Income
NHANES 1999-2004; Source Freedman et al, Gen Med 2007;9(2):26;data are for children ages 2 to 19
17 15 15 14
11
18 19 17
27
21 22 18
21 21
12
0
5
10
15
20
25
30
% o
bese
Poverty Income Ratio
Non-Hispanic white Non-Hispanic black Mexican-American
Influence of Media on Obesity
Obesity
1. Eating Behavior
2. Physical Activity
ENERGY BALANCE
1. Eat while viewing
2. Displace physical activity
3. Marketing
MECHANISMS MEDIA
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• Are African Americans more likely to be targeted with unhealthy foods than White consumers? − What types of food and beverages products are they made aware
of, do they have access to, and what do they cost?
• Systematic review of empirical research over 14 year period (992-2006) across disciplines
• Search identified 20 interdisciplinary articles − Eight studies on promotion and product − Eleven studies of food distribution − Three studies of food prices
Sonya A. Grier, PhD, MBA, and Shiriki K. Kumanyika PhD, MPH
American Journal of Public Health, 2008; 98: 1616-1629
Summary of Review Findings
• Promotion dominated by low cost, low nutrition food products such as soda and snacks. – Positive nutritional messages less frequent
• Relative to predominately white neighborhoods, predominately Black neighborhoods: – have fewer supermarkets, and healthier food
choices may be less prevalent. – have a higher density of fast food outlets – yet fast food may cost significantly more
(Targeted) Marketing Environment
Product Strategy • Types of Food • Packaging • Portion Sizes
Distribution Strategy • Food outlet Presence
− Fast food − Supermarkets
• Variety and quality of food available
Price Strategy • Actual Prices • Relative Prices • Cost to Access
Promotion Strategy • Advertising • Sales Promotions • Sampling • Cross-promotions • Cause-Related
Implications and Needed Research
• Need a comprehensive understanding of the media and marketing environment – All marketing strategies and tactics, individually and
synergistically • Must better understand consumer response
– potential ‘susceptibility’ – complexity of attitudes towards marketing – within-group heterogeneity
• Interaction of individual, social and environmental factors
Acknowledgements
• Shiriki Kumanyika, University of Pennsylvania • Dominique Harrison and Kalina Stefanova (RA’s) • African American Obesity Research Collaborative
(AACORN) • Robert Wood Johnson Foundation