Stephen S. Holden

Understanding the determinants of environmentally conscious behavior

An understanding of the various motivational determinants of environmental consumer behavior is developed based on Batsons (1987) model of prosocial behavior. A correlational study finds support for two independent determinants of environmental behavior, the first being motivation based on internal responses of distress, the second being motivation based on empathy. The advantage of motivating environmental behavior through distress and empathy, over the more standard approaches based on attitudes and rewards or punishments, are discussed. In addition, the research supports the role of perceived consumer effectiveness and faith in others as determinants of some environmentally conscious consumer behaviors.

Know the name, forget the exposure: Brand familiarity versus memory of exposure context

This research shows that a single auditory exposure to fictitious brand names may create the impression, one day later, that these brand names actually exist. It appears that the judgment that the brands are known is based on brand familiarity coupled with a failure to remember the exposure context. This demonstration, inspired by the false fame effect, is interpreted as the product of an implicit memory process. The result implies that measurement of explicit memory of an ad or other marketing communication may misrepresent (in this case, understate) the influence of that communication. However, the effect was obtained only when attention to the fictitious brand names was deliberate (as opposed to incidental). This suggests that there are lower attentional limits to the influence of one exposure to a brand name on creating familiarity without memory of the exposure context.

Sizing Up the Effect of Portion Size on Consumption: A Meta-Analytic Review.

Food marketing is facing increasing challenges in using portion size (e.g., “supersizing”) as a marketing tool. Marketers have used portion size to attract customers and encourage purchase, but social agencies are expressing concern that larger portion sizes encourage greater consumption, which can cause excessive consumption and obesity. This article addresses two questions that are central to this debate: (1) How much effect does portion size have on consumption? and (2) Are there limits to this effect? A meta-analytic review reveals that, for a doubling of portion size, consumption increases by 35% on average. However, the effect has limits. An extended analysis shows that the effect of portion size is curvilinear: as portions become increasingly larger, the effect diminishes. In addition, although the portion-size effect is widespread and robust across a range of individual and environmental factors, the analysis shows that it is weaker among children, women, and overweight individuals, as well as for nonsnack food items and in contexts in which more attention is given to the food being eaten.

Smokers and beer drinkers: values and consumer susceptibility to interpersonal influence

Examines the personal values of college‐age smokers and beer drinkers, as well as their susceptibility to interpersonal influence. Findings suggest that, compared to non‐smokers, smokers are less likely to place importance on the values of security, being well respected, and having a sense of belonging. When compared to non‐beer drinkers, college students who are beer drinkers are more likely to place importance on the value of excitement, and are less likely to place importance on the value of security. Smokers are less susceptible to interpersonal influence than non‐smokers, but there are no differences in susceptibility to interpersonal influence between beer drinkers and non‐beer drinkers. Values and susceptibility to interpersonal influence can play a useful role as descriptors, and possibly as predictors, of drinking and smoking behavior.

Whether Smaller Plates Reduce Consumption Depends on Who's Serving and Who's Looking: A Meta-Analysis

The literature on whether varying plate size has an effect on consumption is mixed and contradictory. This meta-analysis of 56 studies from 20 papers shows that varying the size of the container holding food (e.g., plate or bowl) has a substantial effect on amount self-served and/or consumed (Cohen’s d = .43). More generally, we found a doubling of plate size increased the amount self-served or amount consumed by 41%. Our analysis resolves the various contradictions of past reviews: we found that the plate-size effect had a substantial effect on amount self-served (d = .51) and on amount consumed when the portion was self-served (d = .70) or manipulated along with (confounded with) plate size (d = 48). However, plate size had no effect on amount consumed when the portion size was held constant (d = .03). Overall, plate size had a stronger effect when participants were unaware that they were participating in a food study (d = .76).

Approaching the wicked problem of obesity: an introduction to the food system compass

Purpose The purpose of this paper is to focus on food consumption as part of the wicked problem of obesity. Specifically, the authors seek to explore the complex interplay between stakeholders such as food producers, marketers, health and medical practitioners and policymakers and their influence on the ways in which individuals consume food and also chart a course forward using a systems approach, social marketing techniques and social enterprise to develop solutions to effect change. Design/methodology/approach This is a conceptual paper that proposes the food system compass to understand the complex interplay between stakeholders. Findings This new tool will provide social marketers with an improved understanding of the complexity of interactions between stakeholders and outcomes and integrating the necessity for coordination within and across micro, meso, exo and macro levels of the system as well as across sectors, institutions and stakeholders. Research limitations/implications This is a conceptual paper and proposes the food system compass which offers a foundation for future research to expand upon. Originality/value This paper seeks to advance the theoretical base of social marketing by providing new insights into the trans-disciplinary and dynamic circumstances surrounding food consumption and obesity and highlights leverage points where joint actions can be facilitated with actors across and between micro, meso, exo and macro levels.