Levi Annette, Chan Kenny K, Pence Dan
College of Agriculture, California State University, Chico 95929-0310, USA.
J Am Coll Health. 2006 Sep-Oct;55(2):91-8. doi: 10.3200/JACH.55.2.91-98.
Consumer literature shows that a decision's degree of personal importance and relevance--one's level of involvement in the decision--indicates which type of intervention strategy will be effective in influencing consumers' choices. The authors surveyed 358 college students at a state university in the western United States to test the applicability of involvement on issues of obesity and eating habits. They found food decisions to be of greater personal importance and relevance to female students than to their male counterparts. The results suggest that efforts to address levels of obesity and being overweight among male college students must recognize that men's food choices are very much rooted in the ideology of what it means to be female and male in contemporary American society. The authors advance 5 peripheral-route intervention strategies to augment existing cognitive-oriented, information-based intervention programs.
消费者文献表明，决策的个人重要性和相关性程度——个人在决策中的参与程度——表明哪种干预策略在影响消费者选择方面会有效。作者对美国西部一所州立大学的358名大学生进行了调查，以测试参与度在肥胖和饮食习惯问题上的适用性。他们发现，与男同学相比，食物决策对女同学具有更大的个人重要性和相关性。结果表明，解决男大学生肥胖和超重问题的努力必须认识到，男性的食物选择在很大程度上植根于当代美国社会中关于男性和女性意味着什么的观念。作者提出了5种边缘路径干预策略，以增强现有的以认知为导向、基于信息的干预项目。
