Communication strategies for the effective promotion of dietary change

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Abstract
Outlines research on the Ministry of Agriculture, Fisheries and Food‐funded project Communication strategies for the Promotion of Dietary Change. With a view to general dietary recommendations and to Health of the Nation targets, the focus of this three‐year project is the promotion of dietary change through information provision. A multidisciplinary team of researchers at the Institute of Food Research, Reading, is conducting the research, drawing on a number of different theoretical perspectives and methodological procedures. Pays special emphasis to the issue of fat consumption, summarizes the practical role of the theory of planned behaviour, the elaboration‐likelihood model and unrealistic optimism research, and outlines the development of a novel food and drink diary. Advocates a multidisciplinary, integrative approach to information‐based health promotion efforts.