Pledges and Competitions As Health Interventions

Sekar Raju, Iowa State University, USA
Priyali Rajagopal, Southern Methodist University, USA
This paper aims at understanding the effects of two different public policy interventions (pledges and competitions) that can be used by marketers and public policy makers to increase healthy eating attitudes and behaviors amongst school and college age students. From a longitudinal field study, we find that the effects of pledges and competitions are moderated by the age of the respondents and the visibility of the interventions. Older children respond more favorably to pledges than competitions while younger children respond more favorably to competitions than pledges.
[ to cite ]:
Sekar Raju and Priyali Rajagopal (2009) ,"Pledges and Competitions As Health Interventions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 577-578.