TAILIEUCHUNG - The Food Marketing Defense Model: Integrating Psychological Research to Protect Youth and Inform Public Policy

To get interested consumers to your website, the site needs to be visible to surfers using Google. Why is Google so important? The research firm Hitwise which measures Web audiences, estimates that Google has 72% of the US search engine market, versus % for Yahoo. Microsoft’s two search services, MSN and , constitute a distant third, at a combined percent. Many website owners who track where their visitors come from report that Google’s search engine now refers 80 to 90% of their visitors. 2 For optimal results on Google you will want. | Social Issues and Policy Review Vol. 3 No. 1 2009 pp. 211-271 The Food Marketing Defense Model Integrating Psychological Research to Protect Youth and Inform Public Policy Jennifer L. Harris Kelly D. Brownell and John A. Bargh Yale University Marketing practices that promote calorie-dense nutrient-poor foods directly to children and adolescents present significant public health risk. Worldwide calls for government action and industry change to protect young people from the negative effects of food marketing have increased. Current proposals focus on restricting television advertising to children under 12 years old but current psychological models suggest that much more is required. All forms of marketing pose considerable risk adolescents are also highly vulnerable and food marketing may produce far-reaching negative health outcomes. We propose a food marketing defense model that posits four necessary conditions to effectively counter harmful food marketing practices awareness understanding ability and motivation to resist. A new generation of psychological research is needed to examine each of these processes including the psychological mechanisms through which food marketing affects young people to identify public policy that will effectively protect them from harmful influence. Over the past 30 years the prevalence of obesity in the United States and around the world has risen at alarming rates Ogden et al. 2006 WHO 2003 . The trend is especially disturbing among young people. In 2004 over one-third of children and adolescents in the United States were overweight or at risk of becoming overweight more than triple the rates in 1971. Even young people who are not overweight face increased risk of chronic disease due to diets high in calories Correspondence concerning this article should be addressed to Jennifer L. Harris Department of Psychology Yale University PO Box 208369 New Haven CT 06520-8369 e-mail . This work was supported in part

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