The impact of characters like Tony the Tiger and other child-targeted techniques used in food and beverage marketing.

ABSTRACT:

Introduction

Food marketing's impact is a function of exposure and power, both of which contribute to children's poor diet quality and obesity risk. Children's exposure to food marketing is well documented, however, few studies have assessed the impact of specific persuasive marketing techniques or aspects of 'power' on children.

Methods

This study administered an online survey to 1,341 Canadian children (9-12 years) aiming to determine the impact of: (1) child-targeted vs. adult-targeted marketing, and (2) licensed characters vs. spokes characters on children's food preferences and behavioral intentions. Participants were randomized to a single condition in each survey part and viewed 3 static food advertisements displaying the features of that condition (e.g., child-target

SUBMITTER: Mulligan C 

PROVIDER: S-EPMC10728630 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature