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Titre : | Remember Me? Exposure to Unfamiliar Food Brands in Television Advertising and Online Advergames Drives Childrens Brand Recognition, Attitudes, and Desire to Eat Foods: A Secondary Analysis from a Crossover Experimental-Control Study with Randomization at the Group Level (2020) |
Auteurs : | Jennifer Norman ; Bridget Kelly ; Anne-T. McMahon ; Emma Boyland ; Lesley King ; et al. |
Type de document : | Article |
Dans : | Journal of the academy of nutrition and dietetics (Vol. 120, n° 1, 2020) |
Article en page(s) : | p. 120-129 |
Langues: | Anglais |
Descripteurs : |
HE Vinci Annonce publicitaire ; Attitude ; Comportement alimentaire ; Enfant (6-12 ans) ; Marketing ; Reconnaissance faciale ; Régime alimentaire |
Résumé : |
Background
Limitations in current Australian regulatory provisions may be identified by demonstrating the effect of different marketing methods on childrens recognition and attitudes toward unhealthy food brands. Objective To investigate how exposure to different marketing techniques from television (TV) and online food advertising affects childrens brand recall, recognition, and attitudinal responses toward brands and brand consumers and childrens desire to eat the advertised products. Design Secondary analysis of data from a crossover experimental-control study. Participants/setting In all, 154 children (7 to 12 years) completed the study, conducted at four 6-day holiday camps from April 2016 to January 2017 in New South Wales, Australia. Children were assigned to a single-media (n=76) or multiple-media (n=78) condition. Intervention All children viewed 10 TV food advertisements in a cartoon on three occasions. For one of the brands, one set of children additionally played online advergames featuring the brand. Main outcome measures Childrens recognition and attitudes toward brands and brand consumers and childrens desire to eat the product were reported via a brand recognition and attitude survey pre- and postintervention. Marketing techniques were categorized. Statistical analysis Pre- and postintervention brand recognition and relationships between brand recognition and attitudes by media condition and desire to eat the product were examined using generalized linear mixed models and linear mixed models. Results There was a significant increase in the number of brands recognized postexposure by children in both media groups (mean difference=3.8, P Conclusions The marketing communications increased childrens brand recognition and elicited positive attitudinal responses. These findings indicate a need for policy makers to consider additional regulations to protect children from the persuasive influence of unhealthy food advertising. |
Accès : | https://login.ezproxy.vinci.be/login?url=https://www.sciencedirect.com/science/article/pii/S2212267218315284 |
Disponible en ligne : | Oui |
En ligne : | https://login.ezproxy.vinci.be/login?url=https://www.sciencedirect.com/science/article/pii/S2212267218315284 |