David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 104 (1):33-45 (2011)
Commercial food health branding is a challenging branch of marketing because it might, at the same time, promote healthy living and be commercially viable. However, the power to influence individuals’ health behavior and overall health status makes it crucial for marketing professionals to take into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional claims, process claims, and health symbols) as well as a number of general concerns that apply to health branding as such. Being a pioneering analysis, this article advances the academic understanding of health branding and provides practitioners with knowledge of important concerns to take into account when marketing health brands.
|Keywords||Health branding ethics Health claims Process claims Health symbols Inducement of false beliefs Distortion of health knowledge Exploitation of false inferences Pathologizing Stereotyping Medicalization|
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Thomas Boysen Anker, Klemens Kappel & Peter Sandøe (2010). The Liberating Power of Commercial Marketing. Journal of Business Ethics 93 (4):519 - 530.
George G. Brenkert (2008). Marketing Ethics. Blackwell Pub..
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Gordon R. Mitchell & Kathleen M. McTigue (2007). The Us Obesity “Epidemic”: Metaphor, Method, or Madness? Social Epistemology 21 (4):391 – 423.
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