Character Marketing on Cereals: Thematic Coding

Associations

Health

Purchase Motivations

Convenience

Cereal Shopping Experience

Character Types

Licensed Characters

Vouchers/ Special Offers

Character Mascots

Cereal as Treat

Health Consciousness

Salt

Sugar

Alternative Options

Premiums/Toys

Waste Avoidance

Quality

Negative Characters #

Nostalgia

Entertainment Comparisons

Cereal Brands

Pester Power #

Marketing Deception

Awareness

Nutritional Deception

Online shopping

Live-action Characters

Conflict

Gaming

Familiarity

Healthy Characters

Film Characters

Child Preferences

Youtubers

Price

Childhood Shopping Experience

Responsibility

Government

Communication #

Portion Sizing

Parents

Cereal vs. Retail Brands