Visual perceptions of snack packages among preschool children

Nelson, Michelle R.; Duff, Brittany R. L.; Ahn, Regina

doi:10.1108/yc-02-2015-00507

Cited by 13 publications

(15 citation statements)

References 56 publications

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“…When it comes to age studied, no consistency is found in terms of age range used across the studies. For example, some studies include participants ranging from age 1-12 [19], 0-13 [52], and 0-16 [53], respectively, while others focus solely on age four [55], age six [65], or span five years [11,42,49]. The most frequently studied ages in the child populations identified fall between two and 12 years (42%).…”

Section: Resultsmentioning

confidence: 99%

“…However, in relation to food behaviours (such as food intake), and attitudes around healthfulness, results are mixed and research is limited. Table 3 outlines the total number of studies included in this scoping review that measured the prevalence or effectiveness of single packaging techniques (content analyses, n = 21; other studies, n = 23), a number of studies also found mixed results, or that specific techniques were ineffective [14,40,41,43,44,47,50,55,56].…”

Section: Food Packaging Techniques: Prevalence and Effectiveness Assementioning

confidence: 99%

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The Power of Packaging: A Scoping Review and Assessment of Child-Targeted Food Packaging

Elliott

Truman

2020

Nutrients

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Child-targeted food marketing is a significant public health concern, prompting calls for its regulation. Product packaging is a powerful form of food marketing aimed at children, yet no published studies examine the range of literature on the topic or the “power” of its marketing techniques. This study attempts such a task. Providing a systematic scoping review of the literature on child-targeted food packaging, we assesses the nutritional profile of these foods, the types of foods examined, and the creative strategies used to attract children. Fifty-seven full text articles were reviewed. Results identify high level trends in methodological approaches (content analysis, 38%), outcomes measured (exposure, 44%) and with respect to age. Studies examining the nutritional profile of child-targeted packaged foods use various models, classifying from anywhere from 41% to 97% of products as unhealthy. Content analyses track the prevalence of child-targeted techniques (cartoon characters as the most frequently measured), while other studies assess their effectiveness. Overall, this scoping review offers important insights into the differences between techniques tracked and those measured for effectiveness in existing literature, and identifies gaps for future research around the question of persuasive power—particularly when it comes to children’s age and the specific types of techniques examined.

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Section: Resultsmentioning

confidence: 99%

Section: Food Packaging Techniques: Prevalence and Effectiveness Assementioning

confidence: 99%

The Power of Packaging: A Scoping Review and Assessment of Child-Targeted Food Packaging

Elliott

Truman

2020

Nutrients

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“…Research on the use of brand mascots and licensed characters on children’s attitudes and behaviors has mainly focused on food with findings suggesting that the presence of cartoon media characters positively affects children’s food preferences, choices, and intake, especially for energy-dense and nutrient-poor foods as compared to fruits or vegetables (see Kraak and Story, 2015 for a review). The presence of brand mascots and licensed characters draws children’s attention (Ogle et al, 2017), helps them recognize and recall the products and brands they endorse, and has been found effective in improving attitudes about the advertised product (e.g., Neeley and Schumann, 2004; Lapierre et al, 2011) and increasing product choice (e.g., Nelson et al, 2015).…”

Section: Social Media Influencers As a New Source In Advertising Targmentioning

confidence: 99%

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

2019

Self Cite

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Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan’s World, for instance, has more than 19 million viewers and he is (at age seven) a social media influencer. The popularity of these vloggers incited advertisers to include them as a new marketing communication tool, also referred to as influencer marketing, in their marketing strategy. Accordingly, many influential vloggers now receive free products from brands in return for a mention in one of their videos and their other social media (e.g., TikTok or Instagram) and some are even paid to create a sponsored post or video and distribute it to their followers. This sponsored content appears to be highly influential and may affect young children’s brand preferences. Given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. Therefore, caution is needed when implementing this marketing tactic to target them. However, research on how influencer marketing affects young children (under 12) is scarce and it is unclear how these young children can be empowered to critically cope with this fairly new form of persuasion. This paper therefore aims to shed light on why and how social media influencers have persuasive power over their young followers. The paper starts with providing insights into how and why social media influencers became a new source in advertising. We then discuss the few studies that have been conducted on influencer marketing among young children (under 12), based on a systematic literature review, and take these findings to formulate societal and policy implications and develop a future research agenda.

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“…Data were analysed using paired-samples t-test (SPSS version 25) to assess changes between two time points (before and after programme delivery) (Coakes & Steed, 2000). A thematic analysis was undertaken to examine the qualitative data (Braun & Clarke, 2012).The inductive analysis of field notes was performed following principles of descriptive coding (Nelson et al, 2015) where the researchers read the text independently, note the emergence of key themes and compare across participants (Saldaña, 2013). Eighty percent intercoder reliability was achieved.…”

Section: Discussionmentioning

confidence: 99%

A gamified approach to promoting empathy in children

Saleme

Dietrich

Pang

et al. 2020

JSOCM

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Purpose Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how innovative gamification technologies such as augmented reality can be applied to social marketing programme design. This paper aims to demonstrate the application of gamification to a social marketing pilot programme designed to increase children’s empathy and empathic behaviour. Design/methodology/approach Informed by social cognitive theory (SCT), a mixed-method research design was adopted using pre- and post-programme surveys (n = 364) to assess effectiveness using paired samples t-test. Qualitative data included observations, participant’s questions and a feedback activity at the end of the programme. A thematic analysis was undertaken to examine the data and detect meaningful insights. Findings Children’s affective empathy and empathic behaviour outcomes were improved following the pilot programme. However, no effects were observed for cognitive empathy and social norms. Thematic analysis revealed three themes to further improve the game: developmentally appropriate design, user experience and game design. Research limitations/implications Findings demonstrated challenges with the application of SCT outlining a disconnect between the design of the gamified programme and theory application. Practical implications This study provides initial evidence for the application of innovative gamification technologies to increase empathy in children. Originality/value To the best of the authors’ knowledge, this paper is the first to examine how a gamified social marketing programme can increase empathy in children.

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Visual perceptions of snack packages among preschool children

Cited by 13 publications

References 56 publications

The Power of Packaging: A Scoping Review and Assessment of Child-Targeted Food Packaging

The Power of Packaging: A Scoping Review and Assessment of Child-Targeted Food Packaging

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

A gamified approach to promoting empathy in children

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