Exposure and perceptions of marketing for caffeinated energy drinks among young Canadians.

ABSTRACT:

Objective

To examine exposure to energy drink marketing among youth and young adults, and test perceptions of energy drink advertisements (ads) regarding target audience age and promoting energy drink use during sports.

Design

A between-group experiment randomly assigned respondents to view one of four energy drink ads (sport-themed or control) and assessed perceptions of the ad. Regression models examined marketing exposure and perceptions.

Setting

Online survey (2014).

Subjects

Canadians aged 12-24 years (n 2040) from a commercial panel.

Results

Overall, 83 % reported ever seeing energy drink ads through at least one channel, including on television (60 %), posters/signs in stores (49 %) and online (44 %). Across experimental conditions, most responden

SUBMITTER: Hammond D 

PROVIDER: S-EPMC10260760 | biostudies-literature | 2018 Feb

REPOSITORIES: biostudies-literature