Department of Public Administration and Communication Sciences, DBL 859 Free University, De Boelelaan 1081c, 1081 HV, Amsterdam, The Netherlands, Tel: +31 20 444 6911; Fax: +31 20 444 6820; Email: bm.fennis@scw.vu.nl

Received 14 June 2003.

Abstract

The present paper examines the potential of a consumer behaviour approach as a means of using television advertising for health-promotion purposes. Research on the portrayal of health on television is reviewed and recent developments in employing regular television broadcasting for health education are discussed. Based on empirical findings, a consumer behaviour approach for health promotion is outlined, based on the relationship between health behaviour and consumer behaviour as an outcome of targeted advertising. The theoretical and practical implications of this approach are discussed.