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From health as a rational choice to health as an affordable choice

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  • Maziak, W.
  • Ward, K.D.

Abstract

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.

Suggested Citation

  • Maziak, W. & Ward, K.D., 2009. "From health as a rational choice to health as an affordable choice," American Journal of Public Health, American Public Health Association, vol. 99(12), pages 2134-2139.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2008.155382_6
    DOI: 10.2105/AJPH.2008.155382
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    Cited by:

    1. Factor, Roni & Kawachi, Ichiro & Williams, David R., 2011. "Understanding high-risk behavior among non-dominant minorities: A social resistance framework," Social Science & Medicine, Elsevier, vol. 73(9), pages 1292-1301.
    2. Bent Egberg Mikkelsen & Rachel Novotny & Joel Gittelsohn, 2016. "Multi-Level, Multi-Component Approaches to Community Based Interventions for Healthy Living—A Three Case Comparison," IJERPH, MDPI, vol. 13(10), pages 1-18, October.

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