The effects of food marketing on children's preferences: Testing the moderating roles of age and gender
The effects of food marketing on children's preferences: Testing the moderating roles of age and gender
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DOI：
10.1177/0002716207308952
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发表时间：
2008-01-01
影响因子：
2.8
通讯作者：
Chernin, Ariel
中科院分区：
文献类型：
--
作者：
Chernin, Ariel
大量研究表明，食品营销影响儿童的食物偏好、短期和长期饮食消费以及针对父母的购买要求。经常有人认为，年幼的孩子比年长的孩子更容易受到营销人员的信息的影响，因为他们不理解广告的说服性质;然而，很少有直接证据支持这种说法。采用实验设计，本研究探讨了食品营销对儿童偏好的影响，并测试了年龄（和性别）是否会调节广告曝光的影响。样本包括133名5至11岁的儿童。结果表明，接触食品广告增加了儿童对广告产品的偏好。年龄并没有缓和这种影响;年龄较小和较大的孩子同样被商业广告所说服。男孩比女孩更容易受到广告的影响。对儿童食品营销研究的影响进行了讨论。
A large body of research suggests that food marketing affects children's food preferences, short- and long-term dietary consumption, and purchase requests directed to parents. It is frequently argued that younger children are more susceptible to marketers' messages than older children because they do not understand the persuasive nature of advertising; however, little direct evidence supports this claim. Employing an experimental design, this study examined the influence of food marketing on children's preferences and tested whether age (and gender) moderated the effects of ad exposure. The sample consisted of 133 children between the ages of five and eleven. Results indicated that exposure to food commercials increased children's preferences for the advertised products. Age did not moderate this effect; younger and older children were equally persuaded by the commercials. Boys were more influenced by the commercials than girls. Implications for the study of food marketing to children are discussed.