What if consumers are getting obese because eating less calories is more difficult for persons that have a higher pleasure and desire towards food (Ikeda et al., 2005) and food companies do not help given only a two extreme option choice to satisfy their needs (i.e., low calories vs. high calories or healthy vs. unhealthy)? Reward systems are being described with a new conceptual approach where liking—the pleasure derived from eating a given food—and wanting—motivational value, desire, or craving—can be seen as the significant forces guiding eating behavior. Our work shows that pleasure (liking), desire (wanting), and the interaction between them influence and are good predictors of food choice and food intake. Reward responses to food are closely linked to food choice, inducing to caloric overconsumption. Based on the responses given to a self-administered questionnaire measuring liking and wanting attitudes, we found three different segments named ‘Reward lovers,’ ‘Half epicurious,’ and ‘Non indulgents’. Their behavior when choosing food is quite different. Results show differential effects on caloric consumption depending on segments. The introduction of more food choices that try to balance their content is a win-win strategy for consumers, companies, and society.

Vaccine-hesitancy and political populism are positively associated across Europe: those countries in which their citizens present higher populist attitudes are those that also have higher vaccine-hesitancy rates. The same key driver fuels them: distrust in institutions, elites, and experts. The reluctance of citizens to be vaccinated fits perfectly in populist political agendas because is a source of instability that has a distinctive characteristic known as the “small pockets” issue. It means that the level at which immunization coverage needs to be maintained to be effective is so high that a small number of vaccine-hesitants have enormous adverse effects on herd immunity and epidemic spread. In pandemic and post-pandemic scenarios, vaccine-hesitancy could be used by populists as one of the most effective tools for generating distrust. This research presents an invariant measurement model applied to 27 EU + UK countries (27,524 participants) that segments the different behaviours found, and gives social-marketing recommendations for coping with the vaccine-hesitancy problem when used for generating distrust.

Politics is ubiquitous in public health, but vaccines had never been weaponized to instill distrust to gain political advantage. In pandemic and post-pandemic scenarios, populist political parties could use vaccine-related issues to generate distrust in evidence-based knowledge. Therefore, some questions arise. What impact could populist political parties impinge on vaccination uptake rates through sowing political discontent? What could the medical institutions do to avoid the adverse effects that these political strategies could infringe? For answering these research questions, we first hypothesized that vaccine uptake was negatively associated with distrust in the institutions. Furthermore, we analyzed whether populism mediates this relationship. In doing so, we hypothesized a positive association between distrust and populism, because populists, mainly fueled by politically discontent citizens, offer hope of a better future, blaming their misfortune on the actions of the elite. Additionally, we hypothesized that those citizens with a higher level of political dissatisfaction, following the claims of the populist political parties, will have lower vaccine uptake results, because they will be discouraged from making the efforts to counter the pandemic. Based on a survey carried out by the European Commission that covered 27 E.U. + U.K. countries (totaling 27,524 respondents), this paper proves that an individual’s political discontent fully mediates the relationship between distrust in institutions and vaccine uptake. Targeting the vaccine-hesitant population is quite convenient for populists because they only need to convince a minority of citizens not to be vaccinated to achieve their destabilizing goals. New outbreaks will appear if the minimum herd immunity coverage is not reached, reinforcing a vicious circle of distrust in elites, in consequence. For tackling this matter, recommendations are given to institutional managers from a social marketing standpoint.

This paper analyzes the relationship between religion and innovation in Europe. To the best knowledge of the authors, no paper has been published about the association of religion with innovation and innovative products and services, at an individual level, for all the countries that belong to the European Union. This is the main goal of our paper. The results show that the orientation of innovativeness depends on religion. This study contains a segmentation of the main religions in Europe, taking into account their innovative profile. Connecting the characteristics of the religious segments found and the innovations life-cycle concept, companies have a tool to manage different innovations’ evolutive stages taking into consideration the religion of their customers. The European policy-makers, still dominated by a traditional innovation approach, gain a demand-side perspective to improve citizen’s innovativeness awareness and acceptance. Finally, religiosity does not seem to have a very strong relationship with attitudes towards innovation once we control for religious affiliation.

Vaccine-preventable diseases are global mainly in a globalized world that is characterized by a continuous movement of people and goods across countries. Vaccine hesitancy, the reluctance or refusal to vaccinate despite the availability of vaccines, is rising worldwide. What if the problem of vaccine hesitancy could be most effectively managed when treated globally rather than on a national or regional basis? What if a global vaccine-hesitant segment exists and the differences among countries are not so significant? Based on the Global Marketing Strategy paradigm, this paper shows that seven different cross-European segments exist based on the beliefs, attitudes, and behaviors collected in 28 European countries. These pan-European segments are differentiable (people in those segments have similar characteristics that are visibly dissimilar from the ones in other segments) and actionable (organizations would be able to propose interventions to the hesitant segments based on their profiles). With segmentation being the starting point of many public health intervention strategies for avoiding vaccine-hesitancy, the results recommend moderating the full-adaptation strategy that follows the “context matters” principle suggested by several political and public health international organizations. Embracing a more standardized strategy will allow the development of better services and strategies that support and enable desirable vaccination behaviors.

This study examines the relationship between religious affiliations and consumer behavior toward biodiversity conservation versus economic development. The data was collected from 27 countries in the European Union and the United Kingdom, which are particularly affected by biodiversity loss and have a diverse religious landscape. The researchers applied a cluster analysis to identify three segments: Uninformed, Conservationist, and Preservationist. The cluster membership of individuals was then predicted using a stepwise multinomial logistic regression based on ten socioeconomic indicators, including religious affiliation. Results showed that religious affiliation was the fourth most important socioeconomic factor in predicting European citizens’ behaviors towards biodiversity. There was a significant relationship between religious affiliation and consumers’ perceptions of the importance of biodiversity conservation, with agnostics, non-believers, and atheists being more likely to hold conservationist views and Christians, Orthodox, Catholics, and Muslims being the most prominent segments of the Preservationist. These findings provide insights into the potential role of Social Marketing in promoting pro-biodiversity attitudes and behaviors.