The behaviors and related benefits (see Benefits) that the target audience is accustomed to — or may prefer over — the behavior you are promoting. For example, using the elevator competes with taking the stairs because of ease and quickness; having potato chips with lunch competes with including a fruit and vegetable at each meal because of taste and low cost; formula feeding competes with breastfeeding because of convenience and participation by other family members. Competition also encompasses the organizations and people who offer or promote alternatives to the desired behavior. For example, fast food restaurants offer less healthy food choices, infant formula makers promote their products.
