Effects of licensed characters on children’s taste and snack preferences in Guatemala, a low/middle income country

Letona, Paola; Chacón, Violeta; Roberto, Christina A.; Barnoya, Joaquín

doi:10.1038/ijo.2014.38

Cited by 70 publications

(88 citation statements)

References 22 publications

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“…36 However, when we further investigated the impact of characters on food choice, we found that this varied based on age, sex, and specific character. Consistent with prior work on licensed media characters, 22 younger children (ages 6 to 7 years) were more attracted to products with characters than were older children (ages 8 to 9 years; H3a). Although on average children chose the more-healthful food less than 40% of the time, some characters (ie, Lightning McQueen and SpongeBob SquarePants) increased selection of healthy foods to approximately 64% among boys aged 6 to 7.…”

Section: Discussionsupporting

confidence: 78%

“…20,21 However, the few studies that have examined such characters’ influence on older children (7 to 9 years old) suggest less influence among this age group. 22,23 In addition, data are lacking regarding the mechanisms through which these characters influence children, although Kraak and Story’s 19 synthesis of existing models provides a conceptual framework for inquiry on the topic. 19 One proposed mechanism is that cartoon characters capture children’s attention, 24 but only one study has examined the amount of attention cartoon characters in food marketing receive among older children.…”

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confidence: 99%

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Influence of Cartoon Media Characters on Children's Attention to and Preference for Food and Beverage Products

Ogle¹,

Graham²,

Lucas‐Thompson³

et al. 2017

Journal of the Academy of Nutrition and Dietetics

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Background Over-consuming unhealthful foods and beverages contributes to pediatric obesity and associated diseases. Food marketing influences children’s food preferences, choices, and intake. Objective To examine whether adding licensed media characters to healthful food/beverage packages increases children’s attention to and preference for these products. We hypothesized that children prefer less- (vs more-) healthful foods, and pay greater attention to and preferentially select products with (vs without) media characters regardless of nutritional quality. We also hypothesized that children prefer more-healthful products when characters are present over less-healthful products without characters. Design On a computer, participants viewed food/beverage pairs of more-healthful and less-healthful versions of similar products. The same products were shown with and without licensed characters on the packaging. An eye-tracking camera monitored participant gaze, and participants chose which product they preferred from each of 60 pairs. Participants/setting Six- to 9-year-old children (n=149; mean age=7.36, standard deviation=1.12) recruited from the Twin Cities, MN, area in 2012–2013. Main outcome measures Visual attention and product choice. Statistical analyses performed Attention to products was compared using paired-samples t tests, and product choice was analyzed with single-sample t tests. Analyses of variance were conducted to test for interaction effects of specific characters and child sex and age. Results Children paid more attention to products with characters and preferred less-healthful products. Contrary to our prediction, children chose products without characters approximately 62% of the time. Children’s choices significantly differed based on age, sex, and the specific cartoon character displayed, with characters in this study being preferred by younger boys. Conclusions Results suggest that putting licensed media characters on more-healthful food/beverage products might not encourage all children to make healthier food choices, but could increase selection of healthy foods among some, particularly younger children, boys, and those who like the featured character(s). Effective use likely requires careful demographic targeting.

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Section: Discussionsupporting

confidence: 78%

mentioning

confidence: 99%

Influence of Cartoon Media Characters on Children's Attention to and Preference for Food and Beverage Products

Ogle¹,

Graham²,

Lucas‐Thompson³

et al. 2017

Journal of the Academy of Nutrition and Dietetics

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“…Nine studies involved children aged 2–6 years with a sample size ranging from n = 16–343 ; one study involved children aged 4–11 years ( n = 121) , and one study included children aged 8–11 years ( n = 208) (Table ). Only two studies reported details of ethnic and racial diversity, and the study conducted in Guatemala included only Latino children . Three studies measured sex differences , but noted no differences in the response of boys and girls to the characters used on the food products.…”

Section: Resultsmentioning

confidence: 99%

Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs

2014

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Reducing the extent and persuasive power of marketing unhealthy foods to children worldwide are important obesity prevention goals. Research is limited to understand how brand mascots and cartoon media characters influence children's diet. We conducted a systematic review of five electronic databases (2000–2014) to identify experimental studies that measured how food companies' mascots and entertainment companies' media characters influence up to 12 diet-related cognitive, behavioural and health outcomes for children under 12 years. Eleven studies met the inclusion criteria. Studies used 21 unique popular media characters, but no brand mascots. Results suggest that cartoon media character branding can positively increase children's fruit or vegetable intake compared with no character branding. However, familiar media character branding is a more powerful influence on children's food preferences, choices and intake, especially for energy-dense and nutrient-poor foods (e.g. cookies, candy or chocolate) compared with fruits or vegetables. Future research should use a theoretically grounded conceptual model and larger and more diverse samples across settings to produce stronger findings for mediating and moderating factors. Future research can be used to inform the deliberations of policymakers, practitioners and advocates regarding how media character marketing should be used to support healthy food environments for children.

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“…Child-oriented food marketing influences brand preferences and increases children's requests for food (Hastings G et al 2005; Letona et al 2014). Overweight and obese children have higher recognition of food advertisements and therefore food consumption, compared to their non-counterparts (Halford et al 2004).…”

Section: Introductionmentioning

confidence: 99%

Snack food advertising in stores around public schools in Guatemala

Chacón

Letona

Villamor

et al. 2014

Critical Public Health

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Obesity in school-age children is emerging as a public heath concern. Food marketing influences preferences and increases children's requests for food. This study sought to describe the type of snack foods advertised to children in stores in and around public schools and assess if there is an association between child-oriented snack food advertising and proximity to schools. All food stores located inside and within a 200 square meter radius from two preschools and two primary schools were surveyed. We assessed store type, number and type of snack food advertisements including those child-oriented inside and outside stores. We surveyed 55 stores and found 321 snack food advertisements. Most were on sweetened beverages (37%) and soft drinks (30%). Ninety-two (29%) were child-oriented. Atoles (100.0%), cereals (94.1%), and ice cream and frozen desserts (71.4%) had the greatest proportion of child-oriented advertising. We found more child-oriented advertisements in stores that were closer (<170 m) to schools compared to those farther away. In conclusion, the food industry is flooding the market, taking advantage of the lack of strict regulation in Guatemala. Child-oriented advertisements are available in almost all stores within a short walking distance from schools, exposing children to an obesogenic environment.

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Effects of licensed characters on children’s taste and snack preferences in Guatemala, a low/middle income country

Cited by 70 publications

References 22 publications

Influence of Cartoon Media Characters on Children's Attention to and Preference for Food and Beverage Products

Influence of Cartoon Media Characters on Children's Attention to and Preference for Food and Beverage Products

Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs

Snack food advertising in stores around public schools in Guatemala

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