Does the Food Advertisement on Television Have the Impact on Children’s Food Purchasing Behavior? A Study Based on Pakistan Food Advertisement

Haroon, Muhammad Zeeshan; Queshi, Tahir Masood; Nisar, M. Wasif

doi:10.5539/ijbm.v6n1p283

Cited by 7 publications

(6 citation statements)

References 16 publications

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“…Moreover, the amount of time children spend watching TV was associated with the number of their requests for advertised foods, and the likelihood that parents would purchase these foods. [6,8] This nding may be a reason for a previous conclusion that longer TV viewing time was associated with a higher intake of energy and fat among children. [6] Simultaneously, the current study found that children who purchased advertised foods had higher protein intake, which may be due to the ads of milk and dairy products targeted to children.…”

Section: Discussionmentioning

confidence: 92%

“…Previous studies have found that TV food ads increased children's requests and purchases for advertised foods and parents' purchases of advertised foods. [6][7][8][9][10] Gbadamosi et al found that TV ads were relevant to children's consumption of goods and services, prompting children to request advertised products or brands, particularly advertised foods, from their parents in Africa. [7] This nding indicated that TV ads can in uence children's food preferences and purchase requests.…”

Section: Introductionmentioning

confidence: 99%

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Influence of Television Food Advertisements Related Purchasing Behaviours on Dietary Intake and Obesity Among Children in China

Xian¹,

Zeng²,

Cai³

et al. 2020

Preprint

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Background: This study aims to examine the effects of Television (TV) food advertisements (ads) related purchasing behaviours on children’s dietary intake, overweight and obesity in China. Methods: Data from 1,417 children (aged 6–17.99 years) in the 2011 China Health and Nutrition Survey were analysed. TV food ads related purchasing behaviours were assessed through the frequency of children’s requests to purchase advertised foods and the frequency of parents’ purchases of these advertised foods, as well as the frequency of children’s purchases of advertised foods. The height and weight of children were measured. Logistic regression models were used to identify the associations between TV food ads related purchasing behaviours and overweight/obesity of children.Results: TV food ads related purchasing behaviours were positively associated with children’s dietary intake of energy, protein, fat and carbohydrates. After adjusting for potential confounding factors, TV food ads related purchasing behaviours were positively associated with children’s overweight/obesity: OR (95% CI) for overweight/obesity were: 1.46 (1.01–2.11) for children purchasing advertised foods, 1.59 (1.15–2.18) for parents purchasing advertised foods for their children and 1.39 (0.99–1.95) for children requesting advertised foods.Conclusions: TV food ads related purchasing behaviours are associated with children’s dietary intake. Moreover, TV food ads related purchasing behaviours can increase the risk of overweight and obesity of children. Regulations on TV food ads should be considered in China.

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Section: Discussionmentioning

confidence: 92%

Section: Introductionmentioning

confidence: 99%

Influence of Television Food Advertisements Related Purchasing Behaviours on Dietary Intake and Obesity Among Children in China

Xian¹,

Zeng²,

Cai³

et al. 2020

Preprint

View full text Add to dashboard Cite

show abstract

“…Earlier, various research on television advertising and consumer purchasing patterns was conducted by various academics. Separately examined in these studies was the effect of television advertising on consumer purchasing behavior (Haroon et al, 2010;Ansari & Joloudar, 2011). Studies have shown that television advertisements have the most substantial effects on viewers, convincing them to begin purchasing and significantly impacting how customers perceive products (Ansari & Joloudar, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

Influence of Advertisements on Consumer Behavior

Khanam

2023

bpr

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Purpose: This research investigates the effect of advertisements in broadcast media (TV, radio), print media (newspaper, magazine), and online (internet) media on consumers' awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and post-purchase (PPUR) behavior. Method: A quantitative research approach based on primary data was applied in this study. This study conducted surveys using a structured questionnaire in both electronic and paper formats among the graduate and post-graduate students located in Chattogram, Bangladesh. 404 usable responses were used for data analysis using Kruskal-Wallis (K-W) test. Results: The study reveals that advertising in broadcast, print, and online media has a statistically significant effect on customers' awareness (AWR), interest(INT), conviction(CON), and buying behavior(PUR). Implications: The research provides insights to marketers regarding the preference toward media selection and promotional efforts.

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“…Other researchers had done similar studies to analyse the positive or a negative impact of food advertisements on the behaviour of children (Roberts and Pettigrew, 2007; Morgan et al , 2008; Harron et al , 2011). The findings show that such commercials have a negative effect on children’s eating habits.…”

Section: Literature Reviewmentioning

confidence: 99%

The changing portrayal of children in Indian advertisements: a comparative study of the three decades

Choudhary¹,

Roy

2022

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Purpose This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience. Design/methodology/approach The content of 212 television advertisements was analysed for the study; 32 advertisements belonged to 1990–2000, 38 belonged to 2000–2010 and 142 belonged to 2010–2020. Findings It could be observed that in 2010–2020, marketers had primarily focused on children as their central idea behind making any advertisement. They were projecting children as an emotional and informational tool for attracting adults and children, directly or indirectly. Research limitations/implications The implications of this study are manifold. Firstly, the study supports the theories of socialisation and the changing role of children in the same. Secondly, the trend over the decades hints at the marketer’s changing strategy behind using children in advertisements to target adult audiences. Practical implications The significant implication for the practitioner is the possibility of having a child protagonist in an ad for the non-children target audience. Originality/value This paper is one of the first to analyse the changing role of children in advertisements over a long time horizon.

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Does the Food Advertisement on Television Have the Impact on Children’s Food Purchasing Behavior? A Study Based on Pakistan Food Advertisement

Cited by 7 publications

References 16 publications

Influence of Television Food Advertisements Related Purchasing Behaviours on Dietary Intake and Obesity Among Children in China

Influence of Television Food Advertisements Related Purchasing Behaviours on Dietary Intake and Obesity Among Children in China

Influence of Advertisements on Consumer Behavior

The changing portrayal of children in Indian advertisements: a comparative study of the three decades

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