win the kids, lose the parents? (@ ctc 2014)
DESCRIPTION
Endorsement advertising is a persuasive cue in promoting foods to children. Also healthy foods can be promoted as such. But what do parents think about this commercialized persuasion for healthy foods? CTC 2014 Conference (Children and Teen Consumption): EdinburghTRANSCRIPT
Win the kids, lose the parents?Endorsement marketing for healthy foods
Heidi Vandebosch – Tim Smits – Karolien Huybrechts
@TimSmitsTim – KU Leuven
CTC 2014 – Edinburgh– April 2014http://www.slideshare.net/timsmitstim/
MAIN ISSUE
Ample research demonstrates the effect of endorsement food marketing on children…
… also for healthy foods.
But what about the parents?
BACKGROUND
First wave of child media/marketing research(Mainly) focus on : general effects concerns, incl. parental concerns
BACKGROUND
Second wave of child marketing researchSpecific focus on food marketing
IOM 2006 report: Food Marketing to Children FTC (2008): Marketing Food to Children and Adolescents
Spurred a lot of research on:• General media effects on food liking/intake• Specific marketing techniques
ENDORSEMENT FOOD MARKETING
Endorser = fictional or real character promoting a product (in ads, on packages, websites etc.)
Often used marketing technique:• 17% of ads worldwide (Money et al 2006)
• 9 - 49% of child targeting food ads (Kelly et al 2010)
• Even 73% in sample of TV ads (Castonguay et al 2013)
ENDORSEMENT FOOD MARKETING
They often endorse unhealthy foods• 79% ‘noncore’ endorsed foods (Kelly et al 2010)
• 72% foods of low nutr quality (Castonguay et al 2013)
• Comparable for on-pack endorsers in supermarket (Hebden et al 2011; Van Assema et al 2011; Smits CTC2014)
Do such endorsements have a persuasive impact?
ENDORSEMENT FOOD MARKETINGBezbaruah, N., Stastny, S. N., & Brunt, A. (2014). Journal of Human Nutrition and Food Science.Boyland, E. J., Harrold, J. A., Dovey, T. M., Allison, M., Dobson, S., Jacobs, M. C., & Halford, J. C.
(2013). The Journal of Pediatrics Dixon, H., Scully, M., Niven, P., Kelly, B., Chapman, K., Donovan, R., ... & Wakefield, M. (2014).
Pediatric obesity.de Droog, S. M., Buijzen, M., & Valkenburg, P. (2012). Journal of Health Communicationde Droog, S. M., Buijzen, M., & Valkenburg, P. M. (2014). Appetitede Droog, S. M., Valkenburg, P., & Buijzen, M. (2011). Journal of Health CommunicationKotler, J. A., Shiffman, J. M., & Hanson K. G. (2012). Journal of Health CommunicationLapierre, M. A., Vaala, S. E., & Linebarger, D. L. (2011). Archives of Pediatrics & Adolescent
MedicineLevin, A. M., & Levin, I. P. (2010). Journal of Consumer BehaviourNeeley, S. M., & Schumann, D. W. (2004). Journal of AdvertisingRoberto, C. A., Baik, J. , Harris, J. L., & Brownell, K. D. (2010). PediatricsRobinson, T. N., Borzekowski, D. L. G.., Matheson, D. N., & Kraemer, H. C. (2007). Archives of
Pediatrics & Adolescent MedicineSmits, T. & Vandebosch, H. (2012). CommunicationsWansink, B., Shimizu, M., & Camps, G. (2012). Pediatric ObesityWansink, B., Just, D. R., & Payne, C. R. (2012). Archives of Pediatrics and Adolescent Medicine
ENDORSEMENT FOOD MARKETING
It is a simple technique and adults often recognize the child targeted marketing
Though they are susceptible as well (Dixon et al 2011)
Could we use it to promote healthy foods?
ENDORSEMENT FOOD MARKETINGBezbaruah, N., Stastny, S. N., & Brunt, A. (2014). Journal of Human Nutrition and Food Science.Boyland, E. J., Harrold, J. A., Dovey, T. M., Allison, M., Dobson, S., Jacobs, M. C., & Halford, J. C.
(2013). The Journal of Pediatrics Dixon, H., Scully, M., Niven, P., Kelly, B., Chapman, K., Donovan, R., ... & Wakefield, M. (2014).
Pediatric obesity.de Droog, S. M., Buijzen, M., & Valkenburg, P. (2012). Journal of Health Communicationde Droog, S. M., Buijzen, M., & Valkenburg, P. M. (2014). Appetitede Droog, S. M., Valkenburg, P., & Buijzen, M. (2011). Journal of Health CommunicationKotler, J. A., Shiffman, J. M., & Hanson K. G. (2012). Journal of Health CommunicationLapierre, M. A., Vaala, S. E., & Linebarger, D. L. (2011). Archives of Pediatrics & Adolescent
MedicineLevin, A. M., & Levin, I. P. (2010). Journal of Consumer BehaviourNeeley, S. M., & Schumann, D. W. (2004). Journal of AdvertisingRoberto, C. A., Baik, J. , Harris, J. L., & Brownell, K. D. (2010). PediatricsRobinson, T. N., Borzekowski, D. L. G.., Matheson, D. N., & Kraemer, H. C. (2007). Archives of
Pediatrics & Adolescent MedicineSmits, T. & Vandebosch, H. (2012). CommunicationsWansink, B., Shimizu, M., & Camps, G. (2012). Pediatric ObesityWansink, B., Just, D. R., & Payne, C. R. (2012). Archives of Pediatrics and Adolescent Medicine
HEALTHY FOOD ENDORSEMENTBezbaruah, N., Stastny, S. N., & Brunt, A. (2014). Journal of Human Nutrition and Food Science.Boyland, E. J., Harrold, J. A., Dovey, T. M., Allison, M., Dobson, S., Jacobs, M. C., & Halford, J. C.
(2013). The Journal of Pediatrics Dixon, H., Scully, M., Niven, P., Kelly, B., Chapman, K., Donovan, R., ... & Wakefield, M. (2014).
Pediatric obesity.de Droog, S. M., Buijzen, M., & Valkenburg, P. (2012). Journal of Health Communicationde Droog, S. M., Buijzen, M., & Valkenburg, P. M. (2014). Appetitede Droog, S. M., Valkenburg, P., & Buijzen, M. (2011). Journal of Health CommunicationKotler, J. A., Shiffman, J. M., & Hanson K. G. (2012). Journal of Health CommunicationLapierre, M. A., Vaala, S. E., & Linebarger, D. L. (2011). Archives of Pediatrics & Adolescent
MedicineLevin, A. M., & Levin, I. P. (2010). Journal of Consumer BehaviourNeeley, S. M., & Schumann, D. W. (2004). Journal of AdvertisingRoberto, C. A., Baik, J. , Harris, J. L., & Brownell, K. D. (2010). PediatricsRobinson, T. N., Borzekowski, D. L. G.., Matheson, D. N., & Kraemer, H. C. (2007). Archives of
Pediatrics & Adolescent MedicineSmits, T. & Vandebosch, H. (2012). CommunicationsWansink, B., Shimizu, M., & Camps, G. (2012). Pediatric ObesityWansink, B., Just, D. R., & Payne, C. R. (2012). Archives of Pediatrics and Adolescent Medicine
HEALTHY FOOD ENDORSEMENT
We can win the kids for healthy foods
But what about the parents?Tension between• willingness to promote healthy eating• commercialization; pester power; etc
METHOD
Participants:292 parents (254 female) of children in daycare
or kindergarten39% respons rate Dependent Measures
Attitude towards endorsed fruit/cookie Buying intentionLikert-type, 5 points, > .7
METHOD
Independent Measures BLOCK 1: Gender, Age, BMI,Educational
level, Ethnicitiy BLOCK 2: General attitude toward
advertising, Belief that advertising causes pestering, Belief that advertising has negative effect on children’s health
BLOCK 3: Frequency of nagging for endorsed products, Expected child’s liking of endorsed fruit/cookie
RESULTS (COOKIES)Beta
Model 1 Model 2 Model 3
Block 1: background characteristics
Age parent 0,010 0,027 0,032
Educational level parent -0,120 -0,059 -0,064
Gender parent (0=male, 1=female) 0,133 0,080 0,079
Nationality (0=Belgian, 1=foreign) -0,217** -0,157* -0,116*
How bad do you feel about your child eating biscuits? -0,220** -0,155* -0,143*
BMI child -0,137* -0,104 -0,085
Block 2: general advertising attitudes and perceived advertising effects
General attitude towards advertising 0,127* 0,120*
Perceived negative (health) effects of advertising -0,356** -0,327**
Pestering power -0,133* -0,109
Block 3: perceived celebrity endorsement effects
Frequency of child requests for celebrity endorsed products
0,080
Perceived preference of child for celebrity endorsed biscuit
-0,232**
R square 0,139 0,336 0,377
Significance 0,000 0,000 0,000
RESULTS (FRUIT)Beta
Model 1 Model 2 Model 3
Block 1: background characteristics
Age parent -0,043 -0,023 - 0,040
Educational level parent - 0,073 -0,045 - 0,058
Gender parent (0=male, 1=female) 0, 217** 0,190** 0,172**
Nationality (0= Belgian, 1=foreign) -0, 169* -0,134* - 0,157*
Personal importance daily fruit child -0, 019 0,008 0,025
BMI child -0,139* -0,125* -0,147*
Block 2: general advertising attitudes and perceived advertising effects
General attitude towards advertising 0,117 0,102
Perceived negative (health) effects of advertising -0,208** -0,193**
Pestering power - 0,018 -0,145
Block 3: perceived celebrity endorsement effects
Frequency of child requests for celebrity endorsed products
0,109
Perceived preference of child for celebrity endorsed kiwi 0,221**
R square 0,112 0,183 0,235
Significance 0,000 0,000 0,000
RESULTS
Within-subjects: difference between healthy vs unhealthy endorsement?
Endorsed fruits are not liked more than endorsed cookies
Very few predictors significantly discern endorsed fruit versus cookie attitudes
Highly educated parents seem to be more hesitant towards endorsed fruits
DISCUSSION & CONCLUSION
Parents are not more positive towards endorsed fruits than towards endorsed cookies
Significant predictors (& inhibitors) of positive attitude: Expected child’s preference Perceived advertisements’ negative health
effects …
Minority of parents with strong concerns