Rutgers Business School-Newark and New Brunswick, NJ 07102, USA.
Prev Med. 2012 Nov;55(5):382-6. doi: 10.1016/j.ypmed.2011.12.021. Epub 2011 Dec 28.
Marketing activities have attracted increased attention from scholars interested in racial disparities in obesity prevalence, as well as the prevalence of other preventable conditions. Although reducing the marketing of nutritionally poor foods to racial/ethnic communities would represent a significant step forward in eliminating racial disparities in health, we focus instead on a critical-related question. What is the relationship between marketing activities, food culture, and health disparities? This commentary posits that food culture shapes the demand for food and the meaning attached to particular foods, preparation styles, and eating practices, while marketing activities shape the overall environment in which food choices are made. We build on prior research that explores the socio-cultural context in which marketing efforts are perceived and interpreted. We discuss each element of the marketing mix to highlight the complex relationship between food culture, marketing activities, and health disparities.
营销活动引起了对肥胖症流行率以及其他可预防疾病的种族差异感兴趣的学者的关注。尽管减少向族裔社区营销营养差的食品将是消除健康方面种族差异的重要一步，但我们关注的是一个相关的关键问题。营销活动、食品文化和健康差异之间的关系是什么？本文评论认为，食品文化塑造了对食品的需求以及对特定食品、准备方式和饮食方式的意义，而营销活动则塑造了做出食品选择的整体环境。我们借鉴了先前研究，探讨了营销努力被感知和解释的社会文化背景。我们讨论了营销组合的各个要素，以突出食品文化、营销活动和健康差异之间的复杂关系。
