Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging.

ABSTRACT: There is no standardized or validated definition or measure of "child-appeal" used in food and beverage marketing policy or research, which can result in heterogeneous outcomes. Therefore, this pilot study aimed to develop and validate the child-appealing packaging (CAP) coding tool, which measures the presence, type, and power of child-appealing marketing on food packaging based on the marketing techniques displayed. Children (n = 15) participated in a mixed-methods validation study comprising a binary classification (child-appealing packaging? Yes/No) and ranking (order of preference/marketing power) activity using mock breakfast cereal packages (quantitative) and focus group discussions (qualitative). The percent agreement, Cohen's Kappa statistic, Spearman's Rank correlation, and cross

SUBMITTER: Mulligan C 

PROVIDER: S-EPMC8124606 | biostudies-literature | 2021 Apr

REPOSITORIES: biostudies-literature