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Bien-être et alimentation : une identification des axes de communication à destination des enfants consommateurs

Author

Listed:
  • Valérie Hemar-Nicolas

    (RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11)

  • Pascale Nimec – Université Le Havre Normandie Ezan

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

Well-being and food: An identification of communication levers to children consumers While some food brands seek to deploy a well-being promise in their communications, this article aims to define the outlines of a food well-being respectful of young consumers' needs. The research tackles the concept of well-being with children based on advertising contents and analyses children's responses through the lens of positive psycho- logy. It thus highlights how brands may promote food well-being towards children while respecting the child's spe- cificities. It shows that, from children's perspective, food generates objective and subjective as well as transient and durable well-being. While reminding the effect of food on vitality, health, sensory and social pleasure, it specifically advocates considering the child as an actor of his/her food consumption and valuing his/her needs for autonomy, responsibility, and strong affective links, as sources of well-being.

Suggested Citation

  • Valérie Hemar-Nicolas & Pascale Nimec – Université Le Havre Normandie Ezan, 2019. "Bien-être et alimentation : une identification des axes de communication à destination des enfants consommateurs," Post-Print hal-02307816, HAL.
    • Handle: RePEc:hal:journl:hal-02307816
    DOI: 10.7193/DM.092.77.95
    as

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