Valérie NICOLAS-HEMAR, in collaboration with Pascale EZAN, has recently published the article entitled: “Bien-être et alimentation: Une identification des axes de communication à destination des enfants consommateurs” (Well-being and food: An identification of communication levers to children consumers) in Décisions Marketing.
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.
Hémar-Nicolas V. And Ezan P. (2018), Bien-être et alimentation: Une identification des axes de communication à destination des enfants consommateurs, vol. 92, octobre-décembre, 77-95.