Children are heavily confronted with advertising messages in their media environments. Given the emotional nature of contemporary advertising and children’s still developing cognitive skills, young ...consumers are hardly able to cope critically with advertising attempts. So that children are able to detect the persuasive intent, advertising disclosures are viewed as potential supportive measures to mitigate harm that excessive advertising might cause to children. However, the effects of advertising disclosures on children’s awareness of persuasion, i.e., “persuasion knowledge,” appear to be mixed. Moreover, scholars of this research field lack a consensus about what kind of determining factors play important roles in terms of children’s persuasion knowledge activation through disclosures. The present study builds on persuasion knowledge literature and investigates whether the factors identified in this research field can be also transferred to advertising disclosures. The results of a literature review of previous disclosure research show that disclosures might need specific ‘features’ so that advertising disclosures can be effective among children. Furthermore, not all children appear to be equally likely to grasp the meaning of disclosures. However, individual factors other than age might be more important in this context, including environment and situation. Finally, opportunities for future research are discussed.
Based on cue reactivity theory, food cues embedded in media content can lead to physiological and psychological responses in children. Research suggests that unhealthy food cues are represented more ...extensively and interactively in children's media environments than healthy ones. However, it is not clear to this date whether children react differently to unhealthy compared to healthy food cues. In an experimental study with 56 children (55.4% girls; Mage = 8.00, SD = 1.58), we used eye-tracking to determine children's attention to unhealthy and healthy food cues embedded in a narrative cartoon movie. Besides varying the food type (i.e., healthy vs. unhealthy), we also manipulated the integration levels of food cues with characters (i.e., level of food integration; no interaction vs. handling vs. consumption), and we assessed children's individual susceptibility factors by measuring the impact of their hunger level. Our results indicated that unhealthy food cues attract children's visual attention to a larger extent than healthy cues. However, their initial visual interest did not differ between unhealthy and healthy food cues. Furthermore, an increase in the level of food integration led to an increase in visual attention. Our findings showed no moderating impact of hunger. We conclude that especially unhealthy food cues with an interactive connection trigger cue reactivity in children.
Nutritional knowledge is an important cognitive facilitator that potentially helps children to follow a healthy diet. Two main information agents influence children's development of nutritional ...knowledge: the media and their parents. While a high amount of media consumption potentially decreases children's nutritional knowledge, parents may shape the amount of information children can gather about nutrition through their food-related mediation styles. In addition, children's individual preconditions predict how children can process the provided nutritional information. This two-wave panel study with children (
= 719; 5-11 years) and their parents (
= 719) investigated the main effects and interplay of children's amount of media consumption and their parents' food-related mediation styles by performing linear regression analysis. Children's individual preconditions were also considered. We measured children's self-reported amount of media consumption, children's age, sex, weight, and height (BMI). Additionally, in a parent survey we asked parents about how they communicate their rules about eating while especially focusing on active and restrictive food rule communication styles. As a dependent measure, we examined children's nutritional knowledge at Time 1 and 2. The results show that the amount of media consumption has a negative effect on children's nutritional knowledge over time. Parents' restrictive or active food-related mediation asserted no main effects and could not lever out the negative effect of the amount of media consumption. Therefore, we argue that parents should limit children's amount of media consumption to avoid the manifestation of misperceptions about nutrition.
Entertainment media content is often mentioned as one of the roots of children's unhealthy food consumption. This might be due to the high quantity of unhealthy foods presented in children's media ...environments. However, less is known about the role of the centrality of food placement, that is, whether foods are interacted with, consumed, verbally mentioned, or appear unobtrusively. We also lack longitudinal research measuring both children's unhealthy and healthy food consumption behaviors as outcomes.
The aim is to connect content analytical data based on children's actual media diet with panel data in order to explain children's food preferences. Moreover, this study not only focuses on the amount of healthy and unhealthy foods children are exposed to, but also on how these foods are presented (ie, centrally or not). Furthermore, we looked at the question of how parental coviewing can diminish (or enhance) the effects of unhealthy (or healthy) food depictions, and we measured healthy and unhealthy consumption as dependent variables.
We conducted a 2-wave panel study with children and one of their parents (of 2250 parents contacted, 829 responded, for a response rate of 36.84%; 648 valid cases, ie, parent-child pairs, were used for analysis), with 6 months between the 2 panel waves. We linked the 2-wave panel data for the children and their parents to content analytical data for movies (n=113) and TV series (n=134; 3 randomly chosen episodes per TV series were used) that children were exposed to over the course of 6 months.
There was no significant relationship between exposure to unhealthy food presentation and unhealthy (b=0.008; P=.07) or healthy (b=-0.003; P=.57) food consumption over time. Also, healthy food presentation was unrelated to unhealthy (b=0.009; P=.18) or healthy (b=0.000; P=.99) food consumption over time. However, there was a significant, positive interaction between unhealthy food presentation and presentation centrality on unhealthy food consumption (b=0.000; P=.03), suggesting that the effects of unhealthy food presentation rise with increasing levels of centrality. There was no interaction between unhealthy food presentation and presentation centrality on the consumption of healthy foods (b=0.000; P=.10). Also, exposure to healthy food presentation interacted with centrality (b=-0.001; P=.003). That is, when a healthy product was presented at maximum centrality, it led to less unhealthy food consumption in children. Coviewing did not interact with exposure to unhealthy foods when explaining unhealthy (b=0.003; P=.08) or healthy (b=-0.001; P=.70) food consumption.
We conclude that simply presenting more healthy foods is not sufficient to combat children's unhealthy food preferences. Further regulations may be necessary with respect to representations of unhealthy foods in children's media.
Promoting health-related behaviors such as healthy eating or doing sports are important to counteract the problem of obesity, which is on the rise. In this regard, initial studies suggest that ...appearance compared to health framing can lead to negative body-related outcomes in young women. This study aimed to extend these findings by investigating the role of the context. Furthermore, as previous studies focused on young women only, we considered a more diverse sample. This seems especially important as health campaigns focusing on healthy eating and sports should appeal to a more diverse population. This experimental study (
N
= 286) follows a 2 (appearance frame vs. health frame) × 2 (social media vs. magazine website) between-subjects design. Results revealed that exposure to appearance-focused framing led to a lower positive mood compared with exposure to health-focused framing. These effects were most prevalent in overweight and obese participants. Moreover, participants in the social media condition showed lower body satisfaction and lower positive mood compared with participants in the magazine website condition independent of the frame. No other interaction effects occured. Overall, health promoters should focus their campaigns on the health aspects of health-related behaviors and should consider promotion on social media platforms. Also, they should keep in mind that not only the framing, but also the context, might have effects on body-related outcomes.
One of the most critical arenas for conflicts between parents and their children relates to food. Although parent-child conflicts about food are a real occurrence, this form of parent-child ...interaction has been rarely examined. Given the special role of parents in shaping children's diet, we especially focus on the impact of parental measures. This study investigates how parental communication strategies (i.e., active vs. restrictive) and feeding practices (i.e., overt control vs. covert control) affect the emergence of parent-child conflicts about food over time. Based on previous research, we assessed overt control through parents' use of food as a reward and restriction of their children's access to specific food types. We explored the impact of our predictors on both conflicts about unhealthy and healthy food with a two-wave panel study including parents and their children (
= 541; children aged between 5 and 11) in Austria between fall 2018 and spring 2019. Results of two multiple linear regressions indicated that predominantly parents' use of unhealthy food as a reward is connected to both healthy and unhealthy food conflicts. Furthermore, inconsistent parental educational styles increased the respective conflict potential. Active food-related mediation and covert control did not relate to food-related conflicts about unhealthy and healthy food. Parents' increased use of overtly controlling and restrictive feeding practices might not be only counterproductive for children's diet but also for food-related parent-child interactions. Instead, a "health discourse" (i.e., active food-related mediation) might prevent food-related conflicts and foster a healthy growth in the future.
While influencer marketing has been shown to be effective at promoting food low in nutritional value among children, it is less clear whether influencers can also be used to promote healthy ...nutrition. This article reports on the results of an experimental study on whether and how influencer marketing on Instagram can be deployed to stimulate healthy eating behavior among children. In particular, the study examines whether signaling a healthy, athletic lifestyle can affect children's healthy snack choice (i.e., choice of a snack high in nutritional value). To do so, a two (influencer lifestyle: sedentary versus athletic) by two (snack type: low in nutritional value versus high in nutritional value) between-subjects experiment was conducted among 190 children between eight and 12 years. The results show that promoting a sedentary lifestyle (compared to an athletic lifestyle) resulted in more children choosing the product high in nutritional value. In addition, the children chose a healthy snack more frequently when an influencer portraying a sedentary lifestyle (compared to an athletic lifestyle) promoted a product low in nutritional value. There were no significant interaction effects of influencer lifestyle and snack type on the evaluation of the influencer. However, the study did show that there was less admiration for the influencer when they portrayed a sedentary lifestyle versus an athletic lifestyle.
According to the law of the European Union (EU), broadcasters are obligated to inform consumers about the presence of product placements (PP) through disclosures. To ascertain whether disclosures are ...able to improve consumers' understanding of persuasive intent, researchers have examined the impact of multiple disclosure presentations. This can be attributed to the fact that all EU Member States currently apply a variety of different disclosures. No study so far, however, has assessed how PP disclosures are implemented across the EU and whether PP disclosures investigated in advertising research relate to disclosures used in practice. In the present study, we thus conducted both a systematic assessment of practical disclosures of leading EU broadcasters and a comparison of the current practical disclosure presentations with the empirically tested versions. Results revealed that especially brand-unspecific and repetitive disclosures are under-investigated forms of disclosures although commonly used in practice. Implications for both science and policy, and future research are discussed.
Based on a theoretical framework of product placement characteristics, we present the most comprehensive content analysis of children's movies to date. We analyzed the integration of brands in 250 ...movies from 1991 to 2015. We found that 64.4% of all movies contained at least one brand placement. Comedies and movies produced in the US contained a higher number of brand placements compared to other genres and non-US movies. Animated movies and movies presenting a nature-, or fantasy-scenery contained a comparatively low number of placements. Brands were inserted mostly visually, and placed in the centre of the screen without explicit evaluation. Placements frequently presented a physical or verbal interaction with a main character. This practice was found to increase over time even though the sole number of brand placements remained stable over the past 25 years. Implications for parents, consumer-advocacy-groups, and advertising researchers are discussed.
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