Child targeting food endorsement

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SYSTEMATIC REVIEW OF ENDORSER EFFECTSIN CHILD-TARGETEDFOOD MARKETING

Tim SmitsKU Leuven

@[email protected] Slideshare: timsmitstim

Collaboration:Heidi Vandebosch (U Antwerp)

Evy Neyens (KU Leuven)Emma Boyland (U Liverpool)

https://twitter.com/TimSmitsTim


mailto:[email protected]

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BACKGROUND

First wave of child media/marketing research(Mainly) focus on : general effects concerns, incl. parental concerns

Endorser effects @ ICORIA 2014

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BACKGROUND

Second wave of child marketing researchSpecific focus on food marketing

IOM 2006 report: Food Marketing to Children FTC (2008): Marketing Food to Children and Adolescents

Spurred a lot of research on: General media effects on food liking/intake Specific marketing techniques


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ENDORSEMENT FOOD MARKETING

Endorser = fictional or real character promoting a product (in ads, on packages, websites etc.)

Often used marketing technique:• 17% of ads worldwide (Money et al 2006)

• 9 - 49% of child targeting food ads (Kelly et al 2010)

• Even 73% in sample of TV ads (Castonguay et al 2013)


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ENDORSEMENT FOOD MARKETING

They often endorse unhealthy foods• 79% ‘noncore’ endorsed foods (Kelly et al 2010)

• 72% foods of low nutr quality (Castonguay et al 2013)

• Comparable for on-pack endorsers in supermarket (Hebden et al 2011; Van Assema et al 2011; Devi et al 2014; Smits CTC2014)

Do such endorsements have a persuasive impact?Does that depend on endorser type?Does it depend on food type?

Strategy & Social Media 2014

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METHOD

Systematic review• Experimental research on food endorsement targeting

children <12 years old• Keyword search in WoS/WoK, PsychINFO, Scholar;

further inspection of article upon retention• Snowball search from within consideration set

Result: 15 Articles (from 11 journals)


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REVIEW CORPUS


Bezbaruah, N., Stastny, S. N., & Brunt, A. (2014). Journal of Human Nutrition and Food Science.Boyland, E. J., Harrold, J. A., Dovey, T. M., Allison, M., Dobson, S., Jacobs, M. C., & Halford, J. C.

(2013). The Journal of Pediatrics Dixon, H., Scully, M., Niven, P., Kelly, B., Chapman, K., Donovan, R., ... & Wakefield, M. (2014).

Pediatric obesity.de Droog, S. M., Buijzen, M., & Valkenburg, P. (2012). Journal of Health Communicationde Droog, S. M., Buijzen, M., & Valkenburg, P. M. (2014). Appetitede Droog, S. M., Valkenburg, P., & Buijzen, M. (2011). Journal of Health CommunicationKotler, J. A., Shiffman, J. M., & Hanson K. G. (2012). Journal of Health CommunicationLapierre, M. A., Vaala, S. E., & Linebarger, D. L. (2011). Archives of Pediatrics & Adolescent

MedicineLevin, A. M., & Levin, I. P. (2010). Journal of Consumer BehaviourNeeley, S. M., & Schumann, D. W. (2004). Journal of AdvertisingRoberto, C. A., Baik, J. , Harris, J. L., & Brownell, K. D. (2010). PediatricsRobinson, T. N., Borzekowski, D. L. G.., Matheson, D. N., & Kraemer, H. C. (2007). Archives of

Pediatrics & Adolescent MedicineSmits, T. & Vandebosch, H. (2012). CommunicationsWansink, B., Shimizu, M., & Camps, G. (2012). Pediatric ObesityWansink, B., Just, D. R., & Payne, C. R. (2012). Archives of Pediatrics and Adolescent Medicine

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METHODS

Different disciplines & backgrounds

Hence, different methodologies

Between-subjects vs Within-subjects Post-test only versus pre- & post-test Control-experimental vs Experimental-experimental Food items versus Endorsers varied DVs: attitude/liking, nagging, wanting, choice, consumption


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Q1. BASIC ENDORSER EFFECT?


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Between-subjects

Kotler et al (2012)Boyland et al (2013)

De Droog et al (2011)Lapierre et al (2011)

Within-subjects

Roberto et al (2010)Smits & Vandebosch (2012)De Droog et al (2014)

Dixon et al (in press)Bezbaruah et al (2013)Wansink et al (2013)

Levin & Levin (2010)

DVs: Attitudinal vs Choice/(Behavior)Age: 3 to 12 years old

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Q2. ENDORSER TYPE? CELEB VS NON-CELEB


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Between-subjects

De Droog et al (2011)

Within-subjects

Kotler et al (2012)Wansink et al (2012)Smits & Vandebosch (2012)

De Droog et al (2012)

DVs: Attitudinal vs Choice/(Behavior)Age: 3 to 12 years oldBasic effect for unknown endorser? Smits & Vandebosch, 2012; De Droog et al (2011; only for healthy snack)

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Q3. ENDORSED FOOD? UNHEALTHY VS HEALTHY


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Between-subjects

Lapierre et al (2011)

Within-subjects

Roberto et al (2010)Smits & Vandebosch (2012)

Kotler et al (2012) De Droog et al (2011)Wansink et al (2012)

DVs: Attitudinal vs Choice/(Behavior)Age: 3 to 12 years oldBasic effect for healthy foods? De Droog et al (2011), Roberto et al (2010); Smits & Vandebosch (2012), Wansink

et al (2012)

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DISCUSSION

• Endorser effects are effective: shown in diff designs• Stronger for familiar/celeb endorsers• Stronger for unhealthy foods, though it does work for

healthy foods

• Limitations:– Missing gaps: behavior DV, attitudes DV for ‘type of

food ’ studies, …

– No theory– Only raw effects studied: no moderation/mediation


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SYSTEMATIC REVIEW OF ENDORSER EFFECTSIN CHILD-TARGETEDFOOD MARKETING

Tim SmitsKU Leuven

@[email protected] Slideshare: timsmitstim

Collaboration:Heidi Vandebosch (U Antwerp)

Evy Neyens (KU Leuven)Emma Boyland (U Liverpool)



mailto:[email protected]