An Attributional Explanation of Consumers’ Unexpected Attitudes and Behavior Toward Poor-Nutritional Products, with Implications for Childhood Obesity

Rising obesity rates among children have led many to blame the fast food industry because frequenting quick-service restaurants has been linked to higher intakes of sodium, fat, calories, and soft drinks, and lower intakes of healthful nutrients like fruits and vegetables (Bowman et al. 2004; Paeratakul et al. 2003). As such, some regulatory agencies are seeking legislation to restrict certain marketing practices by fast food outlets. One such regulation took effect recently in the state of California and requires meals targeted to children to meet certain nutritional standards for fat, calories, sugar, and sodium if toy premiums or any other incentives are included with the food purchase (Baertlein 2010). This regulation aims to help parents change their attitudes, and subsequent behavior, toward unhealthy food products. In conjunction with government regulations, amidst growing public concerns about childhood obesity, food marketers have responded with self-regulatory actions. For example, Kraft pledged to eliminate advertising to children, of foods that do not meet certain nutritional standards and Jack in the Box has eliminated toys from its children’s meals as of June 2011 (Morrison 2011).