The purpose of this paper is to demonstrate the value of broadening the horizons of social marketing with a transformative approach. Through an investigation focused on the intersections of food, poverty and health, the lived experience of Supplemental Nutrition Assistant Program (SNAP) is identified and described. This depth of insight is useful to achieve research-informed public policy and social marketing efforts.,This ethnographic research design combines shadow shopping and phenomenological interviewing. The research site is an outreach center of a south Texas food bank and the targeted sample are SNAP recipients visiting that outreach center. Audio and visual recordings along with field notes were used to document the process.,The findings are presented as two emergent themes identified as SNAP but no food and SNAP, health and food. These two themes demonstrate the intersections between food, poverty and health and effectively capture some of the complexities within these connections.,An underlying assumption of this study is the context-dependency of the findings. In focusing this research on SNAP recipients visiting an outreach center of a Texas food bank, the findings are limited to this context and this context only. Generalizability is not the goal but rather providing a depth of insight on the lived experience of food, poverty and health for impoverished consumers is the goal.,Practical implications of this paper include implications for policy implications targeting impoverished consumers. More specifically, evidence shows value in investing in SNAP rather than divesting or reducing funding.,This research demonstrates that this outreach center offers the community not only a food hub but also a social hub.,This paper demonstrates the usefulness of adopting a transformative consumer research approach for social marketing. Documentation of the lived experience of SNAP enables research-informed public policy and research-informed social marketing strategies. Broadening the horizons of social marketing with a transformative approach is, therefore, advantageous for impoverished consumers, policymakers and social marketers.

中文翻译：

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粮食，贫困与健康：SNAP接受者的生活经验

本文的目的是通过一种变革的方法来证明拓展社会营销视野的价值。通过针对食品，贫困与健康的交叉点进行的调查，确定并描述了补充营养助手计划（SNAP）的实际经验。这种见解的深度对于实现研究型公共政策和社会营销工作很有用。这种人种学研究设计结合了影子购物和现象学访谈。研究地点是德克萨斯州南部食品银行的外展中心，目标样本是SNAP接收者访问该外展中心。音频和视频记录以及现场记录被用来记录这一过程。研究结果以两个新出现的主题出现，即SNAP，但没有食品和SNAP，健康和食品。这两个主题表明了粮食，贫困与健康之间的交叉，并有效地捕捉了这些联系中的某些复杂性。本研究的一个基本假设是研究结果的背景依赖性。在将这项研究的重点放在访问得克萨斯食品银行外联中心的SNAP接收者时，发现仅限于此背景且仅此背景。可概括性不是目标，而是目标是为贫困消费者提供有关粮食，贫困和健康生活经验的深刻见解。本文的实际意义包括针对贫困消费者的政策意义。更具体地说，有证据表明，投资SNAP而非减少或减少资金都具有价值。这项研究表明，该外展中心不仅为社区提供了食品枢纽，而且还为社会提供了枢纽。本文证明了采用变革性的消费者研究方法进行社会营销的有效性。记录SNAP的实际经验可以实现以研究为依据的公共政策和以研究为依据的社会营销策略。因此，采用变革性的方法拓宽社会营销的视野对贫困的消费者，政策制定者和社会营销者而言是有利的。