The role of food during oncology treatment: perspectives of cancer patients, caregivers and healthcare professionals.

PURPOSE: Many cancer patients have problems eating which are usually connected to taste and smell alterations due to side effects of cancer treatment. These problems have consequences both in terms of malnutrition and reduced quality of life. In order to explore social and psychological consequences of eating problems in cancer patients, qualitative interviews were conducted with cancer patients, their caregivers and healthcare professionals. METHODS: The study was conducted in three European countries (Poland, Spain and the UK) that differed in culture, oncology care approaches and availability of nutritional products targeted to cancer patients in the market. RESULTS: Differences in the social role of eating between the three European countries were observed which subsequently influenced the impact of eating problems for cancer patients in these countries. Furthermore, the study found that problems with food affect not only the quality of life of cancer patients, but can also distress their caregivers, who are often unable to cope with such food-related problems. In addition, the study showed that commercially available nutritional products for cancer patients focus on nutritional value but tend to neglect an important aspect of eating, which is the enjoyment of food, both individually and socially.

Ecology or Health-How to Successfully Promote Palm Oil Free Products: A Comparison between Spain and Poland.

Palm oil, widely used in the food industry, is causing some concern due to its negative impact on the environment and human health. The goal of the conducted research was to answer the question of what would be a better strategy for the marketing communication of palm oil substitutes, its health benefits or its environmental friendliness? This article presents a research project exploring the potential of chocolate bread spread based on a saturated fat and palm oil substitute. The research was conducted on two samples of Spanish (n = 675) and Polish (n = 661) bread spread consumers. In the experimental study, consumers were presented with a description of a new chocolate spread entering the market, with references to (a) its health benefits or (b) its environmental benefits resulting from the absence of palm oil in the product. The results showed that ecology references in food-related marketing communication in Spain have a stronger influence on the consumer decision-making process than health references. In Poland, the effect of communication was moderated by an evaluation of a person's eating style and the individual level of eco-friendly behavior of the consumer.

The Influence of Different Social Roles Activation on Women's Financial and Consumer Choices.

In recent times, the changes occurring in the social role of women and men have been observed. Traditionally, the dominating social role of the woman was as housewife, and that of the man was focused on work and family maintenance. Nowadays, the social role of women is evolving in the direction of taking a profession, while increasingly men are taking care of the household. The main goal of the studies presented here was to verify how the activation of different social roles (traditional or non-traditional) may be reflected in women's financial and consumer choices. Three experimental studies were conducted. In the first study (n = 195 females), three different social roles of women - professional (non-traditional), housewife (traditional) and neutral (control) - were activated. The results showed that activating women's non-traditional social role increased their tendency to invest and decreased their propensity to save money compared to the activation of the traditional or neutral social role. The goal of the second study (n = 196 females) was to check whether, despite there being no differences in the level of consumption in the first study, can any differences be observed in the preference for the type of products chosen for consumption. The results showed that activating the non-traditional social role raised the propensity to spend funds on products and services for individual use and reduced the willingness to buy goods for collective use (shared with other members of the household). The purpose of the third study (n = 90 females) was to examine how different images of women appearing in advertisements may affect women's judgments of the advertised product. Women who watched the ad with woman in the non-traditional social role estimated the product quality, look, color and price higher that participants exposed to the advertisement presenting the woman in traditional or neutral social role. The present studies give some evidence that the new, non-traditional social role of women that is often presented in the media may affect women's everyday financial choices and judgments of products.