This paper discusses research on food decision making and techniques
used by manufacturers in an effort to engineer a movement of
change. Several of the recommendations such as increasing advertising
repetition and altering packaging to make healthy foods more convenient
likely conflict with research that indicates that lower prices increase
demand for healthy food and beverages (French, Story,
Fulkerson, & Gerlach, 2003). One key challenge not discussed thus far
is that the profit margins on healthy, less processed foodsmay not provide
the revenues necessary to engage in expensive advertising campaigns
or to make other investments in marketing. Prior research
suggests that government subsidies or tax incentives may be necessary
to fund these types of promotional efforts (Goldberg & Gunasti, 2007).
However, as the explosive growth of the bottled water industry so
clearly demonstrates commercial entities that make efforts to brand