Digital Food Marketing
Masters course (2022)
Course code: 880099-M-6
Tilburg University
Course summary including;
Learning Goals (with summaries of chapters 1 – 4 & chapter 7 of “The Psychology of
Food Marketing and Overeating” by F. Folkvord)
Key terms, theories, and models.
Additional literature (discussed in lectures)
,Learning Goals...............................................................................................................................3
Learning goal 1: theories and concepts in food marketing..........................................................3
Learning goal 2: food marketing theories and persuasive communication.................................7
Learning goal 3: challenges in food marketing............................................................................9
Learning goal 4: food marketing trends.....................................................................................10
Theories, models, and key terms................................................................................................12
Week 1 / Introduction Course and History of Food Marketing.................................................12
Week 2 / Mix of Food Marketing...............................................................................................13
Week 3 / Effects of Food Marketing on Eating Behavior..........................................................14
Week 4 / Theoretical Understanding of Food Marketing I........................................................15
Week 5 / Theoretical Understanding of Food Marketing II.......................................................15
Week 6 / Advertising Literacy...................................................................................................16
Week 7 / Healthy Food Promotion.............................................................................................17
Extra lecture articles DFM.........................................................................................................17
Lecture 3....................................................................................................................................17
Lecture 4 (Chialdini’s principles, PCMC model, DSMM model).............................................19
Lecture 5 (REFCAM model).....................................................................................................21
Lecture 6 (Dual processing model, advertising literacy model, go/no go task)........................21
Lecture 7....................................................................................................................................22
, Learning Goals
After successfully completing this course, students are able to :
Learning goal 1: theories and concepts in food marketing
to name, describe, explain, and illustrate theories and concepts from the field of food
marketing research and the effect on the eating and consumption behavior of people
Food marketing: everything designed to communicate and deliver value to consumers.
All communication: traditional & broader strategies
Adding value
To persuade
Marketing mix: product (new/modified), price (manipulative), promotion (actions to persuade),
place (both distribution and shop location).
History of food marketing: fragmentation, unification, segmentation, personalization.
Objective food marketing: are sales driven it is all about selling more and consuming more.
More consumption leads to more sales and more profit. Capitalistic approach. More food is
available and affordable than we need, which leads to competition. The gap in intention and
behavior Blue zones are desired but mostly obesity and overweight.
The direct link between food marketing and: behavior, attitude, emotion, and cognition.
Advertisement: old (tv, radio, newspaper, billboards, magazines), new (banners, social media,
product placement), other (celebrity endorsement, giveaways, promotional characters)
HFSS marketing in terms of exposure, power, and impact for television advertising and for
digital marketing advertising. The assumption is made that adolescents are able to recognize and
resist persuasive intent. In addition, understanding of persuasive intent in newer, often disguised,
Masters course (2022)
Course code: 880099-M-6
Tilburg University
Course summary including;
Learning Goals (with summaries of chapters 1 – 4 & chapter 7 of “The Psychology of
Food Marketing and Overeating” by F. Folkvord)
Key terms, theories, and models.
Additional literature (discussed in lectures)
,Learning Goals...............................................................................................................................3
Learning goal 1: theories and concepts in food marketing..........................................................3
Learning goal 2: food marketing theories and persuasive communication.................................7
Learning goal 3: challenges in food marketing............................................................................9
Learning goal 4: food marketing trends.....................................................................................10
Theories, models, and key terms................................................................................................12
Week 1 / Introduction Course and History of Food Marketing.................................................12
Week 2 / Mix of Food Marketing...............................................................................................13
Week 3 / Effects of Food Marketing on Eating Behavior..........................................................14
Week 4 / Theoretical Understanding of Food Marketing I........................................................15
Week 5 / Theoretical Understanding of Food Marketing II.......................................................15
Week 6 / Advertising Literacy...................................................................................................16
Week 7 / Healthy Food Promotion.............................................................................................17
Extra lecture articles DFM.........................................................................................................17
Lecture 3....................................................................................................................................17
Lecture 4 (Chialdini’s principles, PCMC model, DSMM model).............................................19
Lecture 5 (REFCAM model).....................................................................................................21
Lecture 6 (Dual processing model, advertising literacy model, go/no go task)........................21
Lecture 7....................................................................................................................................22
, Learning Goals
After successfully completing this course, students are able to :
Learning goal 1: theories and concepts in food marketing
to name, describe, explain, and illustrate theories and concepts from the field of food
marketing research and the effect on the eating and consumption behavior of people
Food marketing: everything designed to communicate and deliver value to consumers.
All communication: traditional & broader strategies
Adding value
To persuade
Marketing mix: product (new/modified), price (manipulative), promotion (actions to persuade),
place (both distribution and shop location).
History of food marketing: fragmentation, unification, segmentation, personalization.
Objective food marketing: are sales driven it is all about selling more and consuming more.
More consumption leads to more sales and more profit. Capitalistic approach. More food is
available and affordable than we need, which leads to competition. The gap in intention and
behavior Blue zones are desired but mostly obesity and overweight.
The direct link between food marketing and: behavior, attitude, emotion, and cognition.
Advertisement: old (tv, radio, newspaper, billboards, magazines), new (banners, social media,
product placement), other (celebrity endorsement, giveaways, promotional characters)
HFSS marketing in terms of exposure, power, and impact for television advertising and for
digital marketing advertising. The assumption is made that adolescents are able to recognize and
resist persuasive intent. In addition, understanding of persuasive intent in newer, often disguised,
