Reducing consumption of confectionery foods: A post-hoc segmentation analysis using a social cognition approach

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dc.contributor.author Naughton, Paul
dc.contributor.author McCarthy, Mary
dc.contributor.author McCarthy, Sinéad N.
dc.date.accessioned 2017-09-11T15:27:48Z
dc.date.available 2017-09-11T15:27:48Z
dc.date.issued 2017-06-27
dc.identifier.citation Naughton, P., McCarthy, M. and McCarthy, S. (2017) 'Reducing consumption of confectionery foods: A post-hoc segmentation analysis using a social cognition approach', Appetite, 117, pp. 168-178. doi:10.1016/j.appet.2017.06.027 en
dc.identifier.volume 117 en
dc.identifier.startpage 168 en
dc.identifier.endpage 178 en
dc.identifier.issn 0195-6663
dc.identifier.uri http://hdl.handle.net/10468/4680
dc.identifier.doi 10.1016/j.appet.2017.06.027
dc.description.abstract Considering confectionary consumption behaviour this cross-sectional study used social cognition variables to identify distinct segments in terms of their motivation and efforts to decrease their consumption of such foods with the aim of informing targeted social marketing campaigns. Using Latent Class analysis on a sample of 500 adults four segments were identified: unmotivated, triers, successful actors, and thrivers. The unmotivated and triers segments reported low levels of perceived need and perceived behavioural control (PBC) in addition to high levels of habit and hedonic hunger with regards their consumption of confectionery foods. Being a younger adult was associated with higher odds of being in the unmotivated and triers segments and being female was associated with higher odds of being in the triers and successful actors segments. The findings indicate that in the absence of strong commitment to eating low amounts of confectionery foods (i.e. perceived need) people will continue to overconsume free sugars regardless of motivation to change. It is therefore necessary to identify relevant messages or ‘triggers’ related to sugar consumption that resonate with young adults in particular. For those motivated to change, counteracting unhealthy eating habits and the effects of hedonic hunger may necessitate changes to food environments in order to make the healthy choice more appealing and accessible. en
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Elsevier en
dc.relation.uri http://www.sciencedirect.com/science/article/pii/S0195666316305736
dc.rights © 2017 Elsevier Ltd. This manuscript version is made available under the CC-BY-NC-ND 4.0 license en
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/ en
dc.subject Healthy eating en
dc.subject Sugar en
dc.subject Social marketing en
dc.subject Social cognition models en
dc.subject Audience segmentation en
dc.title Reducing consumption of confectionery foods: A post-hoc segmentation analysis using a social cognition approach en
dc.type Article (peer-reviewed) en
dc.internal.authorcontactother Mary McCarthy, Management & Marketing, University College Cork, Cork, Ireland. +353-21-490-3000 Email: m.mccarthy@ucc.ie en
dc.internal.availability Full text available en
dc.check.info Access to this article is restricted until 24 months after publication by request of the publisher. en
dc.check.date 2019-07-27
dc.date.updated 2017-09-11T15:17:56Z
dc.description.version Accepted Version en
dc.internal.rssid 410647348
dc.description.status Peer reviewed en
dc.identifier.journaltitle Appetite en
dc.internal.copyrightchecked No !!CORA!! en
dc.internal.licenseacceptance Yes en
dc.internal.IRISemailaddress m.mccarthy@ucc.ie en


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© 2017 Elsevier Ltd. This manuscript version is made available under the CC-BY-NC-ND 4.0 license Except where otherwise noted, this item's license is described as © 2017 Elsevier Ltd. This manuscript version is made available under the CC-BY-NC-ND 4.0 license
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