On Guard at the Grocery Store: The Impacts of Cultural Traditions and Marketing on Young Adults Vulnerable to Binge Eating Habits

Abstract

Going shopping for groceries, whether a beloved task or a despised chore, is a common element of daily life for most people. It is a well-analyzed fact that consumer psychology and economic decisions both influence a grocery store’s marketing strategies, and that young adults are particularly susceptible to these subconscious strategic decisions. The way in which grocery marketing may impact a consumer’s mental health, however, has yet to be discussed to an impactful degree. This thesis begins to bridge the gap between psychology and marketing theory to reveal how Kroger grocery stores in western Washington employ linguistics, spatial awareness, and material rhetoric in order to reinforce emerging binge eating habits in young adults. Although it is likely that Kroger is not aware of this impact on a vulnerable population of its consumers, young adults who are already at an emotional and mental risk for disordered eating practices must be aware of the external cues they will encounter in a grocery shopping environment.