TY - JOUR
T1 - Functional illiteracy and nutritional education in the United States
T2 - A research-based approach to the development of nutritional education materials for functionally illiterate consumers
AU - Viswanathan, Madhu
AU - Gau, Roland
PY - 2005/12/1
Y1 - 2005/12/1
N2 - Nutritional education programs are at the intersection of two important macro-level issues; the rate of functional illiteracy among individuals in the United States and disturbing health and nutrition-related trends in the last two decades. Functionally illiterate consumers form a sizable portion of the population in the United States and a sizable portion of the likely target audience for nutritional education programs. However, until recently, research on functionally illiterate consumer behavior has essentially been nonexistent. This study's analysis of materials currently used in nutritional education programs suggests that such materials should be modified to convey information in a more user-friendly manner On the basis of a case study of a nutrition educational program and interviews and observations of teachers and clients, the authors develop and recommend educational materials using visual displays emphasizing the marketplace context rather than using verbal and numerical modes emphasizing abstract information.
AB - Nutritional education programs are at the intersection of two important macro-level issues; the rate of functional illiteracy among individuals in the United States and disturbing health and nutrition-related trends in the last two decades. Functionally illiterate consumers form a sizable portion of the population in the United States and a sizable portion of the likely target audience for nutritional education programs. However, until recently, research on functionally illiterate consumer behavior has essentially been nonexistent. This study's analysis of materials currently used in nutritional education programs suggests that such materials should be modified to convey information in a more user-friendly manner On the basis of a case study of a nutrition educational program and interviews and observations of teachers and clients, the authors develop and recommend educational materials using visual displays emphasizing the marketplace context rather than using verbal and numerical modes emphasizing abstract information.
KW - Consumer literacy
KW - Educational programs
KW - Functional illiteracy
KW - Nutritional education
UR - http://www.scopus.com/inward/record.url?scp=28044450879&partnerID=8YFLogxK
U2 - 10.1177/0276146705280635
DO - 10.1177/0276146705280635
M3 - Article
AN - SCOPUS:28044450879
SN - 0276-1467
VL - 25
SP - 187
EP - 201
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 2
ER -