Psychographic segmentation of Beijing adult population and food consumption

Responses from a large (801) random sample of Beijing’s adult population were used to carry out this "values and lifestyles" segmentation process and it measured consumers’ "values" and "lifestyles" directly. The results indicate that "values and lifestyle" segmentation provides marketers with a more comprehensive understanding of the consumers than by demographics alone. This study also demonstrates that marketers should not carry out segmentation automatically. They need to determine where consumers perceive a particular category of product on the "luxury" and "non-luxury" continuum before deciding whether to carry out the segmentation process or not.

Consumption of foods by young children with diagnosed campylobacter infection : a pilot case-control study

Objective: To determine whether parentally reported habitual intake of specific foods differed between children with diagnosed Campylobacter jejuni infection and children of a comparison group without diagnosed infection.

Design, setting and subjects: Information was collected from the parents or primary caregivers of South Australian children aged 1–5 years with diagnosed C. jejuni (cases, n=172) and an age- and gender-matched group of uninfected children (controls, n=173). Frequency of consumption of 106 food and drink items was determined for the preceding two months by food-frequency questionnaire. Four children in the control group had recorded diarrhoeal episodes during the assessment period and were excluded, so 169 responses were evaluated for this group. Information was gathered on possible confounders including socio-economic status. Response frequencies were classified into three levels of consumption (rarely, weekly or daily) and statistical comparison was made by frequency of consumption of foods versus the ‘rarely’ classification for cases and controls, respectively.

Results: Frequency of consumption of most foods, including starchy foods and fruits and vegetables, did not differ between cases and controls. However, reported consumption of eight food items (block and processed cheese (slices and spread), salami/fritz (a form of processed sausage), chicken nuggets, pasteurised milk, fish (canned or fresh) and hot French fries) was significantly higher by controls.

Conclusions: The hypothesis that reported consumption of starchy foods was lower by cases than by controls was not supported by the data. However, consumption of some processed and unprocessed foods was higher by controls. Some of these foods have established bactericidal actions in vitro that may indicate a possible mechanism for this apparent protection.

Dolly girls : tweenies as artefacts of consumption

The apparent sexualization and exploitation of young girls by the consumer media is a much debated topic in the advanced liberal democracies. This paper will develop the argument that the ‘consumer-media culture’ has established itself as one of the most powerful influences in processes of self-formation for young people, and that a tweenie self can be understood as an artefact of consumption. We will identify and analyse the resources that the consumer media provides to tweenies - girls aged between 9 and 14 - as they seek to fashion a sense of self. The paper presents an analysis of the resources presented to this population of young girls/women by an Australian ‘appearance’ magazine, Dolly. We will argue that these identity resources are limited in scope, are dominated by images of young, slim and attractive females, and position the tweenie self as an artefact of consumption.

Personal values, vanity, physical health, and perceived body image influences in food-purchasing and consumption decisions

While weight, health, diet, and exercise receive constant media and governmental attention, relatively little is known about the influence of body image in the food consumption process. Moreover, there is general consensus within the literature that the factors that influence consumption behavior can have a different impact on different consumer groups. Body image, for example, is perceived to be a modulating force in the consumption behavior of young women. As a result, there is a need for an empirically based understanding of the factors that influence food-purchasing and consumption behavior among this group. Studies have investigated the links between perceived body image and food-purchasing behavior. In 18- to 30-year-old women, it has been shown that personal values, vanity, physical health, and perceived body image were major factors of influence in the purchasing and consumption decisions of this group. It was also identified that respondents across these studies engaged in healthy and unhealthy consumption practices in order to achieve their perceived body image ideals.

Consumption and the meaning of life

Through an analysis of data from depth interviews with modern American consumers, we examine whether and how individuals quest for life’s meaning through consumption. Our analysis identifies three worldviews that are differently related to the experience of transcendence through consumption. A rationalist worldview is revealed as being unrelated to such a pursuit. It contrasts two magical worldviews held by most informants in which consumption objects are infused with supernatural and metaphysical beliefs that animate life’s meaning for them. Our discussion highlights how recognition of magical worldviews contributes to consumer theory, methods, and concepts of investigation.