Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation

Naderer, Brigitte; Matthes, Jörg; Marquart, Franziska; Mayrhofer, Mira

doi:10.1080/02650487.2016.1218672

Cited by 54 publications

(73 citation statements)

References 41 publications

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“…In reality, these videos can feature more marketing, and children will watch for longer, and so, the effects may well be amplified relative to those reported here. However, in real life, children may be less likely to be invited to eat unhealthy food ad libitum, and parental mediation may moderate the effects of advertising . Additionally, all children were exposed to the same influencers, and individual differences that may moderate endorser effects (such as perceived similarity, familiarity, and likeability) were not measured.…”

Section: Discussionmentioning

confidence: 99%

The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

et al. 2019

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Summary Background Children are active on social media and consequently are exposed to new and subtle forms of food marketing. Objectives To examine whether exposure to a YouTube video featuring influencer marketing of an unhealthy snack affects children's ad libitum snack intake and whether inclusion of an advertising disclosure moderates this effect. Methods In a randomized between‐subjects design, 151 children (aged 9‐11 y; mean, 10.32 y ± 0.6) were exposed to influencer marketing of a non‐food product (n = 51), or an unhealthy snack with (n = 50) or without (n = 50) an advertising disclosure. Participants' ad libitum intake of the marketed snack and an alternative brand of the same snack was measured. Results Children exposed to food marketing with (P < .001, d = 1.40) and without (P < .001, d = 1.07) a disclosure consumed more (kcals) of the marketed snack relative to the alternative; the control did not differ (.186, d = 0.45). Consumption of the alterative brand did not differ across conditions (.287, ηp2 = .02). Children who viewed food marketing with a disclosure (and not those without) consumed 41% more of the marketed snack (.004, ηp2 = .06), compared with control. Conclusions Influencer marketing increases children's immediate intake of the promoted snack relative to an alternative brand. Advertising disclosures may enhance the effect.

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Section: Discussionmentioning

confidence: 99%

The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

et al. 2019

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“…These studies suggest that parental advertising mediation can decrease children's preferences for advertised products (Buijzen & Valkenburg, ). In a recent study, Naderer et al () found no significant impact of parental mediation on children's persuasion knowledge. However, active parental mediation led to more negative evaluations of well‐integrated brand placements, whereas restrictive mediation had no significant impact.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 94%

“…The latter suggests that implicit processes may predict this choice behavior. A recent experimental study of Naderer et al () among young children between 6 and 11 years found that brand placements that are well integrated in the story line led to higher brand choice compared to non‐integrated placements. No impact could be found of brand placement repetition on brand evaluations and brand choice.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…This makes brand placements a lucrative format compared to traditional television commercials. Although the effectiveness of brand placement has been shown extensively among adults (e.g., Van Reijmersdal, Neijens, & Smit, ; Verhellen, Dens, & De Pelsmacker, ), its persuasive effect on brand attitudes among children has mainly remained under the research radar (for an exception, see De Jans, Hudders, & Cauberghe, ; De Pauw, Hudders, & Cauberghe, , and Naderer, Matthes, Marquart, & Mayrhofer, ).…”

Section: Introductionmentioning

confidence: 99%

“…To date, however, the effect of active versus restrictive advertising mediation strategies in reducing the effects of advertising among young children remains underexplored (for an exception, see Buijzen, , who investigates the effects for food advertising, but with a focus on television advertising, and Vanwesenbeeck, Walrave, and Ponnet (), who investigate the effects for social media advergames, but with a focus on adolescents). Recently, Naderer, Matthes, Marquart, & Mayrhofer () conducted an experimental study in Austria to investigate the impact of active and restrictive parental mediation on young children's advertising literacy concerning brand placement and the corresponding brand responses. In this study, they found no impact of active nor restrictive parental mediation on children's knowledge of advertising, nor on food choices.…”

Section: Introductionmentioning

confidence: 99%

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The mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements

Hudders

Cauberghe

2018

J of Consumer Behaviour

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This study investigates the role of advertising literacy in how children of different ages respond to brand placement and how parental advertising mediation strategies can attenuate advertising effects. The results of a cross‐sectional study among 180 children under 12 and their parents show that older children (10 to 11 years) are better able to detect the commercial intent and the source of brand placement compared to the younger children (7 to 8 years). However, parental advertising mediation appears to increase (instead of decrease) brand attitudes for the younger children, whereas it has no significant effect on brand attitudes of the older children. Practical implications of the study are discussed.

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Association of Food and Nonalcoholic Beverage Marketing With Children and Adolescents’ Eating Behaviors and Health

et al. 2022

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Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation

Cited by 54 publications

References 41 publications

The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

The mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements

Association of Food and Nonalcoholic Beverage Marketing With Children and Adolescents’ Eating Behaviors and Health

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