Infographic Research on Food Marketing Targeting Children (Smits et al)

PERSUASION PROCESSES IN CHILDHOOD:

Evy Neyens, Goele Aerts, Maja Keldermans, & Tim Smits • Institute for Mediastudies @ KU Leuven THE CASE OF FOOD MARKETING

7 billion / year 90% 1/5 children of EU

Cognitive perspective (Friestad & Wright, 1994)

Ad processing (Buijzen, van Reijmersdal, &

Owen, 2010)

Automatic behavioral effects

(Boyland et al., 2016)

Food

Marketing

works!

(IOM, 2006; FTC, 2012; WHO, 2013)

Neyens, Aerts, & Smits (2015): Sugar content x Image-size: F(1,21) = 22.3, p < .0001

Neyens, Smits, & Boyland (2016): Ad format x developmental stage: F (4, 991) = 2.51, p < .05

Keldermans, Neyens, & Smits (2016): fun food packaging x product type : F (1,351) = 66.05, p < .0001

Drawing attention to the

effect of marketing on

children’s health

Encouraging policy makers

to set up better

guidelines regarding food

Informing parents, schools

and society about the

impact of persuasive

communication

PR

AC

TIC

AL IM

PLIC

AT

ION

S

[email protected] • @evyneyens1988 @GoeleAerts • @KeldermansMaja • @TimSmitsTim

KU LEUVEN STUDIES

Cues (Smits et al., 2015; Smits &

Vandebosch, 2012)

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