Food Literacy: How Do Communications and Marketing Impact Consumer Knowledge, Skills, and Behavior? Workshop Summary by unknow

Author:unknow
Language: eng
Format: epub
Tags: Food and Nutrition
Publisher: The National Academies Press
Published: 2016-04-20T00:00:00+00:00

Celebrity Culture and the Consumer

Craig Lefebvre responded to the celebrity issue by saying, “Throw the celebrities out the window.” He compared focusing on celebrities to chasing butterflies. In his opinion, the research question is, “Who are the people who listen to celebrities and respond to celebrities?” Marketers know the answer to this question, he said, and that is why they use those celebrities. The challenge is not to identify what cues celebrities are using or how many Twitter followers they have, but which people are following the celebrities and then themselves advocating for a ban on GMOs, low-fat diets, or whatever the trend may be.

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