Question

Question 2 A survey released by New Zealand Health in 2015 revealed that:

• almost one in three adults (aged 15 years and over) were obese (31%)

• a further 35% of adults were overweight but not obese

• 47% of Māori adults were obese • 66% of Pacific adults were obese

• adults living in the most deprived areas were 1.7 times as likely to be obese as adults living in the least deprived areas*

• the adult obesity rate increased from 27% in 2006/07 to 31% in 2014/15

Imagine you are in charge of designing an effective social marketing advertising campaign to reach the target group of Maori and Pacific Island obese young adults aged between 18 and 30 that changes their attitudes towards healthy eating, exercise and fast food.

a) What would you advise to change their attitude through affecting the cognitive component of the attitude?

b) What would you advise to change their attitude through affecting the emotional component of the attitude?

Justify your answers using attitude theories and concepts

Answer 1

Obesity is one of the most threatening factors in today’s fast phased world where people eat food which their bodies can’t cope with. For certain people, it’s genetic while for others, it’s life style that causes obesity. There are three ways attitudes can be altered and that’s ABC which stands for Affective, Behavior and Cognitive. Affective is about how a person feels and cognitive is about how a person thinks.

Cognitive - Cognition is a person’s thinking pattern about a certain fact. There are few things which will affect the way they think about obesity.

1. When one is obese, they are exposed to several killer diseases such as stroke, breathing trouble, indigestion, cancer, high blood pressure, heart attack etc.
2. One won’t be able to socialize normally because their movements will be restricted and they won’t have any friends.
3. One’s life span will be reduced as their life style will be affected.
4. Exercise will help one sweat that extra pounds out.

Affective - Affective is how one feels about the way things are. There few factors that will affect the affective domain of the attitude.

1. One will feel depressed because they will have low self esteem.
2. One won’t have any friends thus one will feel lonely.
3. One’s family may miss them a lot.
4. One won’t have any friends, thus feeling lonely and loneliness causes stress which leads to over eating again.
5. One won’t be able to socialize with others as they will feel down.