Obesity and consumer choice: understanding the relationship between body size and consumer behaviour

Body weight can have a real impact on consumers and their behaviour, this paper argues. People who are underweight are more likely to travel abroad and use the internet than people who are overweight.

Obesity and consumer choice: understanding the relationship between body size and consumer behaviour

Max KilgereSimmons Symmetrical, United States

INTRODUCTION

Body size and body image have been persistent, key social elements that span almost every culture and society. However, perception and social comparison of body size in more recent years has taken on new importance as the incidence of obesity has risen in many industrialized countries. Traditionally, market research in the area of obesity has concentrated almost exclusively on diet control and health management while significantly less research has been conducted into how obesity affects the consumption of media, product...

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