Open AccessFrom Health as a Rational Choice to Health as an Affordable Choice
Author(s) -
Wasim Maziak,
Kenneth D. Ward
Publication year - 2009
Publication title -
american journal of public health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.284
H-Index - 264
eISSN - 1541-0048
pISSN - 0090-0036
DOI - 10.2105/ajph.2008.155382
Subject(s) - incentive , consumption (sociology) , public health , behavior change , health promotion , population , public economics , obesity , environmental health , psychology , business , marketing , medicine , economics , social psychology , sociology , microeconomics , social science , nursing
Sedentary, consumption-based lifestyles are placing entire populations at serious health risks; obesity is a prime example. The individual approach to obesity, which targets those at risk, has largely failed because it ignores wider influences on behavior. Although the population-ecological approach is gaining support, it cannot disentangle clear targets for policy change. Consequently, health promotion has been relegated to the mass marketing of healthy behaviors, which is based on a rational notion that informed people tend to behave in their best interest. Creating environments that support behavior change and providing individuals incentives can be more effective to reduce lifestyle-related risks. A paradigm shift from trying to sell health to the public to creating the conditions whereby healthy choices become accessible and affordable is required.