Marketing to children: implications for obesity

Mason, Philip B.

doi:10.1111/j.1467-3010.2011.01951.x

Cited by 7 publications

(6 citation statements)

References 15 publications

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“…Advertising agencies are creating a large number of television commercials to stimulate children's consumer behavior (Mehta & Bharadwaj, 2021). American Psychological Association formed a task force on children advertisements (Mason, 2012) that conducted research on children consumption behavior. Findings revealed that companies in the United States of America had spent at least thirteen billion US dollar every year to stimulate children's consumption behavior (Mason, 2012).…”

Section: Introductionmentioning

confidence: 99%

“…American Psychological Association formed a task force on children advertisements (Mason, 2012) that conducted research on children consumption behavior. Findings revealed that companies in the United States of America had spent at least thirteen billion US dollar every year to stimulate children's consumption behavior (Mason, 2012). Furthermore, at least 40,000 advertisements watched by American children on television and similarly, over 19000 commercials were seen by the Britain children every year (Opree et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition

Mehmood

Gulzar

2021

GSSR

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This research study aimed to examine the effect of advertisement appeals on the psychological well-being of children and assess the moderating role of disposition in the relationship of children's psychological well-being and advertisement appeals. The study was conducted by using primary data. Data was collected through the survey conducted in three-time lags from the children of age ranging from 8 to 12 years. A self-administered questionnaire was distributed among a sample of 578 children. For the selection of sample nonprobability, convenience sampling technique was employed, whereas descriptive and inferential statistical tools were utilized for the data analysis with the help of statistical packages for social sciences (SPSS) and analysis of moment structure (AMOS) version 23. Research findings showed that advertising appeals have a significant positive effect on the psychological well-being of children. Furthermore, disposition positively moderates the relationship between advertising appeals and the psychological well-being of the children.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition

Mehmood

Gulzar

2021

GSSR

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“…Television is one of the mediums in which minors are the most exposed to, but nowadays, they can watch television across a number of new platforms, including via the internet and on tablets and smartphones. The number of commercials theoretically seen on television by a child is 40,000 per year in the USA and 18,000 per year in the UK (Mason, 2012). The vast majority of advertisements targeted at children are obviously commercial advertisements, and a great proportion of these commercials are related to the food industry.…”

Section: Introductionmentioning

confidence: 99%

Children perceptions of emotional and rational appeals in social advertisements

Nicolini

Cassia

Bellotto

2017

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Purpose This study aims to understand the impact of rational and emotional appeals on children’s attitude towards two public service announcements (PSAs) that promoted eating fruits and vegetables. Design/methodology/approach A mixed-methods study was conducted with children aged 8 to 11. A convergent parallel design was selected that comprised a questionnaire for the quantitative approach and a semi-structured focus group for the qualitative approach. Findings The results from the quantitative and qualitative phases converged, showing that both components (i.e. emotional and rational) play a significant role in children’s preference towards an advertisement, but the emotional component appeared to be the preeminent. Research limitations/implications Future studies should use other social subjects and children of different age brackets from various countries to test whether they continue to prefer emotional appeals in advertising. Practical implications An understanding of which elements children prefer in PSAs will enable advertising campaigns and social marketing strategies with targeted approaches that respect children’s tastes to be planned. Social implications A properly designed social advertisement could have important effects on disseminating useful information, changing or preventing unhealthy habits and adopting good practices in children. Originality/value Few studies have examined the effectiveness of PSAs, especially those targeted at children. This paper contributes to extend concepts from the commercial field of advertising directed to children to the field of social advertising. To date, this field has received little attention.

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“…The role of food marketing, advertising and promotion, and the potential effect on their own diet and purchasing behaviour is explored in the competences. The importance of this area is discussed by Mason () through a conference report on marketing to children, providing an insight into children's understanding of advertising, influence on eating behaviour and current policies in place.…”

Section: Consumer Awarenessmentioning

confidence: 99%

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Ballam

2014

Nutrition Bulletin

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Marketing to children: implications for obesity

Cited by 7 publications

References 15 publications

Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition

Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition

Children perceptions of emotional and rational appeals in social advertisements

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