Children’s Food Choice: Advertised Food Type, Health Knowledge and Entertainment
| Autor: | Mohsen Khounsiavash, Yazdan Mansourian, Fariba Esmaeilpour, Kambiz Heidarzadeh Hanzaee |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
0301 basic medicine
Marketing Food type 030109 nutrition & dietetics 05 social sciences Advertising Health knowledge Affect (psychology) Unhealthy food Test (assessment) Entertainment 03 medical and health sciences 0502 economics and business Food choice 050211 marketing Business and International Management Eating habits Psychology Food Science |
| Zdroj: | Journal of Food Products Marketing. 24:476-494 |
| ISSN: | 1540-4102 1045-4446 |
| DOI: | 10.1080/10454446.2017.1315843 |
| Popis: | The purpose of this research is to examine how the moderating effects of health knowledge (inactive vs. active) and advertising’s entertainment level (high vs. low) affect children’s response to advertising’s food content (unhealthy vs. healthy). First, a primary study using the qualitative method was conducted with the purpose of identifying healthy and unhealthy food options based on culture, eating habits, nutritional value and the access of Iranian children to each option so that they could be displayed in TV advertising, advergames and questionnaires. Then, a 2 × 2 × 2 full-factorial, randomized, mixed-effects experimental design was used to test the research framework. 330 students (aged 6–11) participated in the study. The findings revealed that children tended to choose more unhealthy foods after exposure to unhealthy food advertising. This effect was greater for a higher level of entertainment, and was successfully moderated by the activation of health knowledge. It was concluded that emb... |
| Databáze: | OpenAIRE |
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