Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study
Objective: To assess parents’ responses to common, potentially misleading strategies for marketing energy-dense and nutrient-poor (EDNP) child-oriented foods. Design: Between-subjects online experiment to test whether nutrient claims and sports celebrity endorsements on the front of packs of EDNP pr...
| Main Authors: | , , , , , |
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| Format: | Journal Article |
| Published: |
Cambridge University Press
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/5298 |
| _version_ | 1848744758240870400 |
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| author | Dixon, H. Scully, M. Wakefield, M. Kelly, B. Chapman, K. Donovan, Robert |
| author_facet | Dixon, H. Scully, M. Wakefield, M. Kelly, B. Chapman, K. Donovan, Robert |
| author_sort | Dixon, H. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Objective: To assess parents’ responses to common, potentially misleading strategies for marketing energy-dense and nutrient-poor (EDNP) child-oriented foods. Design: Between-subjects online experiment to test whether nutrient claims and sports celebrity endorsements on the front of packs of EDNP products lead parents to prefer and rate these foods more favourably. Setting: Australia. Subjects: A total of 1551 parents of children aged 5–12 years, who were the main household grocery buyers. Results: Inclusion of nutrient claims or sports celebrity endorsements on EDNP products led parents to perceive these products to be more nutritious than if they did not include such promotions. When asked to choose between a pair of different products (EDNP v. healthier), 56 % of parents did not read a nutrition information panel (NIP) before making their choice and this did not differ by promotion condition. These parents were more likely to choose an EDNP product if it included a nutrient claim (OR = 1.83, 95 % CI 1.31, 2.56; P < 0.001) or sports celebrity endorsement (OR = 2.37, 95 % CI 1.70, 3.32; P < 0.001). Sports celebrity endorsements also enhanced parent's perceptions of typical consumers of the product, perceptions of product healthiness and quality, as well as purchase intentions. Conclusions: Nutrient claims and sports celebrity endorsements tip consumer preferences towards EDNP products bearing such promotions, especially among the majority who do not read the NIP. As parents largely determine what foods are available to children at home, it is critical that initiatives aimed at reducing the persuasive impact of food marketing include this target group. |
| first_indexed | 2025-11-14T06:06:33Z |
| format | Journal Article |
| id | curtin-20.500.11937-5298 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:06:33Z |
| publishDate | 2011 |
| publisher | Cambridge University Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-52982017-09-13T14:38:33Z Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study Dixon, H. Scully, M. Wakefield, M. Kelly, B. Chapman, K. Donovan, Robert Objective: To assess parents’ responses to common, potentially misleading strategies for marketing energy-dense and nutrient-poor (EDNP) child-oriented foods. Design: Between-subjects online experiment to test whether nutrient claims and sports celebrity endorsements on the front of packs of EDNP products lead parents to prefer and rate these foods more favourably. Setting: Australia. Subjects: A total of 1551 parents of children aged 5–12 years, who were the main household grocery buyers. Results: Inclusion of nutrient claims or sports celebrity endorsements on EDNP products led parents to perceive these products to be more nutritious than if they did not include such promotions. When asked to choose between a pair of different products (EDNP v. healthier), 56 % of parents did not read a nutrition information panel (NIP) before making their choice and this did not differ by promotion condition. These parents were more likely to choose an EDNP product if it included a nutrient claim (OR = 1.83, 95 % CI 1.31, 2.56; P < 0.001) or sports celebrity endorsement (OR = 2.37, 95 % CI 1.70, 3.32; P < 0.001). Sports celebrity endorsements also enhanced parent's perceptions of typical consumers of the product, perceptions of product healthiness and quality, as well as purchase intentions. Conclusions: Nutrient claims and sports celebrity endorsements tip consumer preferences towards EDNP products bearing such promotions, especially among the majority who do not read the NIP. As parents largely determine what foods are available to children at home, it is critical that initiatives aimed at reducing the persuasive impact of food marketing include this target group. 2011 Journal Article http://hdl.handle.net/20.500.11937/5298 10.1017/S1368980010003691 Cambridge University Press unknown |
| spellingShingle | Dixon, H. Scully, M. Wakefield, M. Kelly, B. Chapman, K. Donovan, Robert Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study |
| title | Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study |
| title_full | Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study |
| title_fullStr | Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study |
| title_full_unstemmed | Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study |
| title_short | Parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study |
| title_sort | parent’s responses to nutrient claims and sports celebrity endorsements on unhealthy foods: an experimental study |
| url | http://hdl.handle.net/20.500.11937/5298 |