Browsing by Author "Jaud D"

Now showing 1 - 2 of 2
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    Curbing Adolescents’ Risky ‘Drinking’ Behavior with Authenticity
    (American Marketing Association, 2024-10-08) Hess A; Dodds S; Jaud D; Garnier C; Gergaud O
    Adolescents’ risky drinking behavior continues to be a public policy concern and insights into effective messages and behaviors that resonate with adolescents is needed. Evidence points to the potential of tapping into adolescents’ need for authenticity. Drawing on authenticity literature and implementing a mixed methods approach using family group interviews, followed by a 1x3 between-subject experiment with adolescents, this research conceptualizes a novel authentic engagement framework for reducing adolescent risky behavior. The findings identify and test that messages about drinking need to acknowledge positive aspects while warning of the negative consequences (i.e. mixed messages) across three dimensions - social, hedonic and safety. Alongside mixed messages, parents need to be honest about past experiences and align their behavior by acting as positive role models. Importantly, adolescents need an environment which enables them to experiment while having clear boundaries. Together this translates into openness and authenticity; critical for trust and the ability for adolescents to be true to themselves. The research has implications for parents and policy makers/marketers engaging with adolescents authentically about risky behavior, by providing information on message type and behaviors for effective training/educational programs and responsible drinking campaigns. The framework can be transferred to other contexts involving risky behavior.
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    Engagement in Vice Food and Beverage Consumption: The Role of Perceived Lack of Control
    (Wiley, 2022) Lunardo R; Jaud D; Jaspers E
    Prior research has established a link between lacking control over one's life, the resulting stress, and the maladaptive outcome of eating disorders. However, such research has left unexamined the exact link among perceptions of control, stress, and unhealthy food choices. This study aims to fill this gap by identifying the exact sequence linking these variables and explaining why stress induced by low control leads to engagement in vice food consumption. Based on self-licensing theory, we predict that a perceived lack of control indirectly prompts people to engage in vice food and beverage consumption, because a lack of control leads to higher personal stress and, consequently, a need to escape through self-indulgence. Across one survey-based study in France and two experiments (in the United States and the United Kingdom), we find consistent support for our hypothesis. The results support the prediction that a perceived lack of control increases the consumption of unhealthy foods and beverages. Specifically, when consumers feel a lack of control over their life, they experience stress, seek an escape from this stress, and end up self-indulging through the consumption of vice food and beverages. For public policy-makers and brand managers, the results suggest that having people perceive more control over their life is of particular importance to staying healthy.