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Research Question: The Effects of Food Marketing on Children's…
Research Question: The Effects of Food Marketing on Children's Preferences: Testing the Moderation Roles of Age and Gender
Chernin, A. (2008). The Effects of Food Marketing on Children’s Preferences: Testing the Moderating Roles of Age and Gender. The ANNALS of the American Academy of Political and Social Science, 615(1), 101-118. https://doi.org/10.1177/0002716207308952
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Experiment 2
Independent variable: Gender
Dependent variable: Effects on food preference ( would the boys be likely to pick the advertised product over its competitors after viewing a cartoon that contained that advertised product in it)
Measures : Tang was compared to three other orange-flavored drink mixes (Richfood Orange Overload, Orange Gatorade, and Orange Kool-Aid).
- The products were evaluated using paired comparisons, a method where each item is matched with every other item and participants then choose one item in each pair (Thurstone 1927; Woodworth and Schlosberg 1955).
- Children identified their preferred drink from images displayed on screens.
Research Methods:
- Participants were randomly assigned to view the tang commercial.
- Participants viewed the commercial on individual laptops with headphones.
- Participants watched a thirteen minute segment of Foster’s Home for Imaginary Friends, an animated television
series airing on the Cartoon Network.
- preference for the item is dependant on whether the participant chooses the ad displayed within the animated television.
H0: Children exposed to a commercial will display no preference for the advertised product (tang) than children who did not see the commercial.
H1: The boys exposed to the commercial will display a higher preference toward picking the advertised product (tang) than girls.
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RESULTS:
- Positive effect for exposure to commercial was supported.
- The product term was statistically significant and the negative coefficient indicates that boys were more influenced by the commercials than girls.
- One explanation for this result could be that boys allocate more attention to the ads than girls did.
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Experiment 1
H0: Children exposed to a commercial will display no preference for the advertised product than children who did not see the commercial
H1: Children exposed to a commercial displayed a greater performance for the advertised product than children who did not see the commercial
Research Method:
- Participants were randomly assigned to view the sprinkle spangles commercial.
- Participants viewed the commercial on individual laptops with headphones
- Participants watched a thirteen minute segment of Foster’s Home for Imaginary Friends, an animated television series airing on the Cartoon Network
Measures: Sprinkle spangles was compared to three different cereal brands (Hidden Treasures,7 Frosted Chex, and Golden Grahams).
- The products were compared using paired comparisons, a method where each item is matched with every other item and participants then choose one item in each pair (Thurstone 1927; Woodworth and Schlosberg 1955).
- Children identified their preferred cereal from images displayed on screens.
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Conclusion: We reject the null hypothesis that children exposed to a commercial will display no preference for the advertised product than children who did not see the commercial.
Results:
- Hypothesis 1, predicting an overall positive effect of exposure to commercials on product preference, was supported
- Exposure to the commercials was positively (and significantly) associated with preference for the advertised product
- The main effect of age was not statistically significant
- The significant coefficient associated with the “ad” variable indicates that preference for Sprinkle Spangles (coded as 1) was greater than preference for Tang (coded as 0) irrespective of exposure to the commercials
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Limitations:
- First, the study was conducted with a convenience sample of children, which potentially limits the generalizability of the findings.
- Second, children identified their preferred cereals and drinks from images and did not actually consume the products.
- It is potentially problematic that Tang was available in stores at the time the study was conducted. Prior familiarity with and preexisting attitudes toward Tang may have influenced children’s choices
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