Effects of nutrient content claims, sports celebrity endorsements and premium offers on pre-adolescent children's food preferences: experimental research
Summary What is already known about this subject Food marketing has come under scrutiny for its likely contribution to promoting unhealthy eating and obesity in children. There is limited published evidence regarding the effects of food packaging promotions on children. Nutrient content claims and s...
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| Published in | Pediatric obesity Vol. 9; no. 2; pp. e47 - e57 |
|---|---|
| Main Authors | , , , , , , , , , |
| Format | Journal Article |
| Language | English |
| Published |
England
Blackwell Publishing Ltd
01.04.2014
Wiley Subscription Services, Inc |
| Subjects | |
| Online Access | Get full text |
| ISSN | 2047-6302 2047-6310 2047-6310 |
| DOI | 10.1111/j.2047-6310.2013.00169.x |
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| Abstract | Summary
What is already known about this subject
Food marketing has come under scrutiny for its likely contribution to promoting unhealthy eating and obesity in children.
There is limited published evidence regarding the effects of food packaging promotions on children.
Nutrient content claims and sports celebrity endorsements on food packs influence adults to prefer energy‐dense and nutrient‐poor (EDNP) products bearing such promotions, especially among the majority who do not read the nutrition information panel.
What this study adds
This study experimentally tested pre‐adolescent children's responses to three common food marketing techniques: nutrient content claims, sports celebrity endorsements and premium offers.
On‐pack nutrient content claims made pre‐adolescents more likely to choose EDNP products and increased perceptions of their nutrient content.
Sports celebrity endorsements made pre‐adolescent boys more likely to choose EDNP products.
Objectives
To assess pre‐adolescent children's responses to common child‐oriented front‐of‐pack food promotions.
Methods
Between‐subjects, web‐based experiment with four front‐of‐pack promotion conditions on energy‐dense and nutrient‐poor (EDNP) foods: no promotion [control]; nutrient content claims; sports celebrity endorsements (male athletes) and premium offers. Participants were 1302 grade 5 and 6 children (mean age 11 years) from Melbourne, Australia. Participants chose their preferred product from a randomly assigned EDNP food pack and comparable healthier food pack then completed detailed product ratings. Child‐oriented pack designs with colourful, cartooned graphics, fonts and promotions were used.
Results
Compared to the control condition, children were more likely to choose EDNP products featuring nutrient content claims (both genders) and sports celebrity endorsements (boys only). Perceptions of nutritional content were enhanced by nutrient content claims. Effects of promotions on some product ratings (but not choice) were negated when children referred to the nutrition information panel. Premium offers did not enhance children's product ratings or choice.
Conclusions
Nutrient content claims and sports celebrity endorsements influence pre‐adolescent children's preferences towards EDNP food products displaying them. Policy interventions to reduce the impact of unhealthy food marketing to children should limit the use of these promotions. |
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| AbstractList | To assess pre-adolescent children's responses to common child-oriented front-of-pack food promotions.OBJECTIVESTo assess pre-adolescent children's responses to common child-oriented front-of-pack food promotions.Between-subjects, web-based experiment with four front-of-pack promotion conditions on energy-dense and nutrient-poor (EDNP) foods: no promotion [control]; nutrient content claims; sports celebrity endorsements (male athletes) and premium offers. Participants were 1302 grade 5 and 6 children (mean age 11 years) from Melbourne, Australia. Participants chose their preferred product from a randomly assigned EDNP food pack and comparable healthier food pack then completed detailed product ratings. Child-oriented pack designs with colourful, cartooned graphics, fonts and promotions were used.METHODSBetween-subjects, web-based experiment with four front-of-pack promotion conditions on energy-dense and nutrient-poor (EDNP) foods: no promotion [control]; nutrient content claims; sports celebrity endorsements (male athletes) and premium offers. Participants were 1302 grade 5 and 6 children (mean age 11 years) from Melbourne, Australia. Participants chose their preferred product from a randomly assigned EDNP food pack and comparable healthier food pack then completed detailed product ratings. Child-oriented pack designs with colourful, cartooned graphics, fonts and promotions were used.Compared to the control condition, children were more likely to choose EDNP products featuring nutrient content claims (both genders) and sports celebrity endorsements (boys only). Perceptions of nutritional content were enhanced by nutrient content claims. Effects of promotions on some product ratings (but not choice) were negated when children referred to the nutrition information panel. Premium offers did not enhance children's product ratings or choice.RESULTSCompared to the control condition, children were more likely to choose EDNP products featuring nutrient content claims (both genders) and sports celebrity endorsements (boys only). Perceptions of nutritional content were enhanced by nutrient content claims. Effects of promotions on some product ratings (but not choice) were negated when children referred to the nutrition information panel. Premium offers did not enhance children's product ratings or choice.Nutrient content claims and sports celebrity endorsements influence pre-adolescent children's preferences towards EDNP food products displaying them. Policy interventions to reduce the impact of unhealthy food marketing to children should limit the use of these promotions.CONCLUSIONSNutrient content claims and sports celebrity endorsements influence pre-adolescent children's preferences towards EDNP food products displaying them. Policy interventions to reduce the impact of unhealthy food marketing to children should limit the use of these promotions. Summary What is already known about this subject Food marketing has come under scrutiny for its likely contribution to promoting unhealthy eating and obesity in children. There is limited published evidence regarding the effects of food packaging promotions on children. Nutrient content claims and sports celebrity endorsements on food packs influence adults to prefer energy-dense and nutrient-poor (EDNP) products bearing such promotions, especially among the majority who do not read the nutrition information panel. What this study adds This study experimentally tested pre-adolescent children's responses to three common food marketing techniques: nutrient content claims, sports celebrity endorsements and premium offers. On-pack nutrient content claims made pre-adolescents more likely to choose EDNP products and increased perceptions of their nutrient content. Sports celebrity endorsements made pre-adolescent boys more likely to choose EDNP products. Objectives To assess pre-adolescent children's responses to common child-oriented front-of-pack food promotions. Methods Between-subjects, web-based experiment with four front-of-pack promotion conditions on energy-dense and nutrient-poor (EDNP) foods: no promotion [control]; nutrient content claims; sports celebrity endorsements (male athletes) and premium offers. Participants were 1302 grade 5 and 6 children (mean age 11 years) from Melbourne, Australia. Participants chose their preferred product from a randomly assigned EDNP food pack and comparable healthier food pack then completed detailed product ratings. Child-oriented pack designs with colourful, cartooned graphics, fonts and promotions were used. Results Compared to the control condition, children were more likely to choose EDNP products featuring nutrient content claims (both genders) and sports celebrity endorsements (boys only). Perceptions of nutritional content were enhanced by nutrient content claims. Effects of promotions on some product ratings (but not choice) were negated when children referred to the nutrition information panel. Premium offers did not enhance children's product ratings or choice. Conclusions Nutrient content claims and sports celebrity endorsements influence pre-adolescent children's preferences towards EDNP food products displaying them. Policy interventions to reduce the impact of unhealthy food marketing to children should limit the use of these promotions. [PUBLICATION ABSTRACT] To assess pre-adolescent children's responses to common child-oriented front-of-pack food promotions. Between-subjects, web-based experiment with four front-of-pack promotion conditions on energy-dense and nutrient-poor (EDNP) foods: no promotion [control]; nutrient content claims; sports celebrity endorsements (male athletes) and premium offers. Participants were 1302 grade 5 and 6 children (mean age 11 years) from Melbourne, Australia. Participants chose their preferred product from a randomly assigned EDNP food pack and comparable healthier food pack then completed detailed product ratings. Child-oriented pack designs with colourful, cartooned graphics, fonts and promotions were used. Compared to the control condition, children were more likely to choose EDNP products featuring nutrient content claims (both genders) and sports celebrity endorsements (boys only). Perceptions of nutritional content were enhanced by nutrient content claims. Effects of promotions on some product ratings (but not choice) were negated when children referred to the nutrition information panel. Premium offers did not enhance children's product ratings or choice. Nutrient content claims and sports celebrity endorsements influence pre-adolescent children's preferences towards EDNP food products displaying them. Policy interventions to reduce the impact of unhealthy food marketing to children should limit the use of these promotions. Summary What is already known about this subject Food marketing has come under scrutiny for its likely contribution to promoting unhealthy eating and obesity in children. There is limited published evidence regarding the effects of food packaging promotions on children. Nutrient content claims and sports celebrity endorsements on food packs influence adults to prefer energy‐dense and nutrient‐poor (EDNP) products bearing such promotions, especially among the majority who do not read the nutrition information panel. What this study adds This study experimentally tested pre‐adolescent children's responses to three common food marketing techniques: nutrient content claims, sports celebrity endorsements and premium offers. On‐pack nutrient content claims made pre‐adolescents more likely to choose EDNP products and increased perceptions of their nutrient content. Sports celebrity endorsements made pre‐adolescent boys more likely to choose EDNP products. Objectives To assess pre‐adolescent children's responses to common child‐oriented front‐of‐pack food promotions. Methods Between‐subjects, web‐based experiment with four front‐of‐pack promotion conditions on energy‐dense and nutrient‐poor (EDNP) foods: no promotion [control]; nutrient content claims; sports celebrity endorsements (male athletes) and premium offers. Participants were 1302 grade 5 and 6 children (mean age 11 years) from Melbourne, Australia. Participants chose their preferred product from a randomly assigned EDNP food pack and comparable healthier food pack then completed detailed product ratings. Child‐oriented pack designs with colourful, cartooned graphics, fonts and promotions were used. Results Compared to the control condition, children were more likely to choose EDNP products featuring nutrient content claims (both genders) and sports celebrity endorsements (boys only). Perceptions of nutritional content were enhanced by nutrient content claims. Effects of promotions on some product ratings (but not choice) were negated when children referred to the nutrition information panel. Premium offers did not enhance children's product ratings or choice. Conclusions Nutrient content claims and sports celebrity endorsements influence pre‐adolescent children's preferences towards EDNP food products displaying them. Policy interventions to reduce the impact of unhealthy food marketing to children should limit the use of these promotions. |
| Author | Kelly, B. Scully, M. Baur, L. A. Niven, P. Wakefield, M. Dixon, H. Crawford, D. Donovan, R. Martin, J. Chapman, K. |
| Author_xml | – sequence: 1 givenname: H. surname: Dixon fullname: Dixon, H. email: helen.dixon@cancervic.org.au organization: Centre for Behavioural Research in Cancer, Cancer Council Victoria, Victoria, Carlton, Australia – sequence: 2 givenname: M. surname: Scully fullname: Scully, M. organization: Centre for Behavioural Research in Cancer, Cancer Council Victoria, Victoria, Carlton, Australia – sequence: 3 givenname: P. surname: Niven fullname: Niven, P. organization: Centre for Behavioural Research in Cancer, Cancer Council Victoria, Victoria, Carlton, Australia – sequence: 4 givenname: B. surname: Kelly fullname: Kelly, B. organization: Human Nutrition Unit, School of Molecular Bioscience, University of Sydney, New South Wales, Sydney, Australia – sequence: 5 givenname: K. surname: Chapman fullname: Chapman, K. organization: Cancer Council New South Wales, New South Wales, Woolloomooloo, Australia – sequence: 6 givenname: R. surname: Donovan fullname: Donovan, R. organization: Centre for Behavioural Research in Cancer Control, Faculty of Health Sciences, Curtin University, Western Australia, Curtin, Australia – sequence: 7 givenname: J. surname: Martin fullname: Martin, J. organization: Obesity Policy Coalition, Victoria, Carlton, Australia – sequence: 8 givenname: L. A. surname: Baur fullname: Baur, L. A. organization: Discipline of Paediatrics & Child Health, The University of Sydney, New South Wales, Sydney, Australia – sequence: 9 givenname: D. surname: Crawford fullname: Crawford, D. organization: Centre for Physical Activity and Nutrition Research (C-PAN), School of Exercise and Nutrition Sciences, Deakin University, Victoria, Burwood, Australia – sequence: 10 givenname: M. surname: Wakefield fullname: Wakefield, M. organization: Centre for Behavioural Research in Cancer, Cancer Council Victoria, Victoria, Carlton, Australia |
| BackLink | https://www.ncbi.nlm.nih.gov/pubmed/23630014$$D View this record in MEDLINE/PubMed |
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What is already known about this subject
Food marketing has come under scrutiny for its likely contribution to promoting unhealthy eating and obesity... To assess pre-adolescent children's responses to common child-oriented front-of-pack food promotions. Between-subjects, web-based experiment with four... Summary What is already known about this subject Food marketing has come under scrutiny for its likely contribution to promoting unhealthy eating and obesity... To assess pre-adolescent children's responses to common child-oriented front-of-pack food promotions.OBJECTIVESTo assess pre-adolescent children's responses to... |
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| SubjectTerms | Adolescent Advertising as Topic Athletes Child Child Nutritional Physiological Phenomena Child, Preschool Children Childrens health Choice Behavior Endorsements experiment Famous Persons Female Food Food Industry - methods Food Labeling food marketing Food Preferences food promotions Humans Male Marketing Nutrition education Nutritive Value Obesity Pediatrics Sex Distribution Surveys and Questionnaires Truth in advertising |
| Title | Effects of nutrient content claims, sports celebrity endorsements and premium offers on pre-adolescent children's food preferences: experimental research |
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