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Identifying characteristics of marketing-influenced eating vulnerability

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dc.contributor.authorHenriques, Carla
dc.contributor.authorGuiné, Raquel P. F.
dc.contributor.authorMatos, Ana
dc.contributor.authorMalva, Madalena
dc.date.accessioned2023-05-16T08:44:49Z
dc.date.available2023-05-16T08:44:49Z
dc.date.issued2023
dc.description.abstractNumerous people’s dietary decisions are influenced by commercial and marketing motiva- tions. Advertising and marketing tactics are in fact intended to pique consumer attention and influence their purchasing decisions. Yong people are known to be particularly vulner- able [1], and it is of interest to identify some other characteristics that may differentiate most vulnerable consumers. In this study, based in a sample of size 11919, collected as part of the project EATMOT [3], marketing motivations in food choices are analyzed through seven items. Factor analysis was applied by country, looking for a factor structure common to all countries. Three items were consistently combined in one factor. The other items were studied individually. Five variables were, then, considered to measure marketing mo- tivations in consumer’s food choices and used in a cluster analysis. Ward’s method, single linkage, and average linkage were three hierarchical techniques that were used; their results were considered as initial solutions for the k-means method. To find an optimal number of clusters, k-means method was applied to 50 bootstrap samples and the similarity of cluster solutions for different numbers of clusters was examined using the rand index [2]. The two cluster solution emerged as an optimal solution, distinguishing consumers more prone to the influence of marketing (Figure 1). Then, using statistical tests and logistic regression analysis, these two clusters were com- pared. For example, consumers of the Notably Motivated cluster were significantly younger (32.7 vs 36.7 years old, p < 0.005), as expected, and this cluster also had a higher per- centage of women (72.2% vs. 70.2%, p=0.016), a higher percentage of single individuals (51.9% vs. 37.9%, p < 0.005), a lower proportion of individuals with university education (58.3% vs. 66.1%, p < 0.005), more consumers living in rural or suburban areas (37.2% vs. 27.6%, p < 0.005), and more consumers without an active professional activity, that is, unemployed, non-working students or retired (43.1% vs.31.1%, p < 0.005). Furthermore, higher BMI and less physical exercise revealed to be associated with a greater chance of belonging to the notably motivated group (p < 0.005). We thus obtained evidence that the propensity for higher levels of commercial and marketing motivations is associated with socio-demographic, anthropometric, behavioural and health related characteristics of the consumer.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationHenrriques C, Guiné RPF, Matos A, Malva M. (2023) Identifying characteristics of marketing-influenced eating vulnerability. In Book of Abstracts das XXX Jornadas de Classificação e Análise de Dados - JOCLAD 2023, Viana do Castelo, pp 79-80.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.19/7777
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.subjectCluster analysispt_PT
dc.subjectlogistic regressionpt_PT
dc.subjectmarketing motivationspt_PT
dc.subjectfood choicespt_PT
dc.titleIdentifying characteristics of marketing-influenced eating vulnerabilitypt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceViana do Castelopt_PT
oaire.citation.endPage80pt_PT
oaire.citation.startPage79pt_PT
oaire.citation.titleXXX Jornadas de Classificação e Análise de Dados - JOCLAD 2023pt_PT
person.familyNameHenriques
person.familyNamede Pinho Ferreira Guiné
person.givenNameCarla
person.givenNameRaquel
person.identifierhttps://scholar.google.pt/citations?user=abFDovIAAAAJ&hl=pt-PT
person.identifier.ciencia-idF91C-B000-9ED8
person.identifier.ciencia-id8B13-5492-0F23
person.identifier.orcid0000-0002-2142-2849
person.identifier.orcid0000-0003-0595-6805
person.identifier.scopus-author-id8955187400
person.identifier.scopus-author-id6603138390
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication9138da60-0a34-4302-b547-864d612c30b8
relation.isAuthorOfPublication59580952-77cc-4e4e-ae90-527a8b994f9f
relation.isAuthorOfPublication.latestForDiscovery59580952-77cc-4e4e-ae90-527a8b994f9f

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