How Consumers Talk About Obesity in America
Fast food, sugar, salt, junk food, and overall lack of exercise are seen by consumers as some of the many contributingfactors leading to obesity in our culture today. Consumers voice many fundamental factors that go beyond "food" thatcontribute to weight management challenges. These factors derive from cultural weight management practices andbehaviors that are consistently challenged by diverse forces associated with modern lifestyles, not the least of whichinclude diverse eating occasions, settings and emotional states, any number of which may foster or inhibit the potentialfor successful weight management. The infographic depicts the major causal factors derived from language analysislinking to this encompassing consumer view that relates food occasions as well as objective and emotional constructs asworking together to influence cultural eating habits, one result of which is obesity.
The Language MapLanguage maps organize frequently repeated and intimate connections between specific opinions, attitudes, emotions andbeliefs that emerge from consumer narratives. They demonstrate the connection between particular themes and thecultural meanings attached to them. As such, they facilitate rapid deployment of consumer language and meaningfulsymbols into advertising, product labeling, and other messaging and communication strategies.
How to read the map:
- At the center is the topic being explored (e.g., how America Eats)
- The main branches reflect the principle themes associated with weight management (e.g., where we eat)
- Moving outward from the main themes is consumer language associated with the cultural meanings attached toeach theme (e.g., restaurant)