Business Commons^™

Kids, Caregivers, And Cartoons: The Impact Of Licensed Characters On Food Choices And Consumption, Bridget Leonard, Margaret C. Campbell, Kenneth C. Manning

Management, Marketing, and Organizational Communication Department Faculty Works

This research examines effects of on-package licensed characters on children’s and caregivers’ choices of healthy and indulgent food and children’s consumption amount. The authors propose that food liking exerts the greatest influence on children’s choices and consumption, such that the impact of on-package characters will be limited to choices between equally liked options. Caregivers’ choices are primarily influenced by their food goals for their children; thus, the impact of characters will likewise be limited to caregivers’ within-category choices. Two experiments show that a character influences children’s choices between two same-category options but not between indulgent and healthier options. A third …

Becoming Our Parents: A Proposed Investigation Into Family Influence In Consumer Behavior, Katie E. Bowman

Honors Theses

Relationships between children and parents have been studied for years across multiple disciplines. Family ties affect countless decisions made throughout the world, making this study relevant to multiple researchers. The need to understand these family influences is particularly important within the business world. Because sales are the goal, being able to comprehend why a consumer purchases one product over the rest of its competition is crucial. This paper is focused specifically on the relationships between parents and their children and how that relationship affects the consumer behavior of the children. These relationships are being studied through intergenerational consumer patterns including …

The Wishing Well: A Children's Ballet (A Composer's Perspective), Lydia Dempsey

Honors Projects

As a composer, I am passionate about introducing audiences to contemporary classical music. I chose to compose a twenty-five-minute children's ballet titled The Wishing Well based on the fairytale Diamonds and Toads. It premiered on April 2, 2016 at the Bowling Green Performing Arts Center in collaboration with choreographer Sophia Schmitz and conductor Robert Ragoonanan. Other elements of the project included set design, costuming, lighting, audio and video recording, and marketing. The mission was to provide the local community with a free arts event, introduce young audiences to music and ballet, enrich people’s lives through music and dance, provide …

Young Consumers’ Brand Communications Literacy In A Social Networking Site Context, Margaret-Anne Lawlor, Aine Dunne, Jennifer Rowley

Articles

Purpose - Whilst substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children’s commercial awareness in the context of online social networking sites (SNS). This paper seeks to explore the nature and extent of advertising literacy amongst young consumers in the context of their use of SNS, namely Facebook and Bebo.

Design/methodology/approach - A three-stage study was conducted with 12-14 year old girls, using focus group discussions, participant observation and in-depth interviews.

Findings - The study illustrates that the increasingly blurred …

Targeting The Weak: A Content Analysis Of Violence In Advergames, Arshak Papazyan

Undergraduate Honors Capstone Projects

With a rising trend of targeting children using various means of advertisement, the popularity of advergames has significantly increased. Although previous research suggests that negative content in advergames result in less favorable attitudes toward the game (Waiguny, et al., 2013), the presence of violence in advergames targeted to children aged three to ten years is significantly high. Despite the growing concern regarding violence in advergames and other means of advertisement targeted to children, research has not yet investigated the actual amount of violence in advergames. To shed light on this important issue, the present research discusses results of a descriptive …

Consumer Perceptions Of Child-Friendly Shaped Healthy Fruit And Vegetable Snacks, Selena Lauren Baker

Open Access Theses

Fruits and vegetables (FV) are widely recognized as healthful foods by the public, and most individuals are aware of dietary guidance recommendations to consume more FV. However, actual consumption of FV has been and continues to be low in the United States and many other countries, despite public health efforts to change this trend. The sub-optimal intake of FV among children and adolescents is of particular concern due to high nutrient requirements for proper growth and development during these life stages. Fruit and vegetable intake patterns in childhood have been shown to track into later life and may affect individuals' …

The Portrayals Of Family In Advertising: Children's Perspectives, Elise J. Johansen

College of Business: Dissertations, Theses, and Student Research

Children are exposed to over 25,000 advertisements each year just on television. Research has demonstrated advertising’s effect on children’s preferences and perceptions including gender roles. With the changing structure of family now including diverse family types such as same-sex parents, childfree couples, single-persons, and transracial adoptive families, we do not yet know if advertising is changing with the times and how children perceive these family groups. This study seeks to determine how children perceive family in advertising and its effect on their concept of family through a content analysis of children’s television advertisements and data collection from children in the …

소비자 휴리스틱을 통한 인지적 발달 관점에서의 브랜드, Woon Bong Na, Roger Marshall, Young Seok Son

Asia Marketing Journal

The focus of this paper is to investigate cognitive development of brand heuristics in the mind of a young consumer as the consumer matures. This issue was examined by comparing the nature of the set of associations (that form the brand heuristic) given by consumers across four different age groups, with each age group representing a distinct stage of cognitive maturity. It is found that there are fundamental differences in the way the different age groups perceive the brand. The research method uses the novel approach of classifying the elicited associations into the three types of brand associations: attributes, benefits …

Kids, Toys And Fast Food: An Unhealthy Mix?, Claire Lambert, Richard Mizerski

Research outputs 2011

Increasingly the fast food industry is scrutinised for marketing toy premiums towards young children. Toy premiums are claimed to lure young children to consume unhealthy meal offerings, pester parents, encourage materialism and ultimately lead to a rise in childhood obesity. Numerous studies have commented on the use of toy premiums as a marketing technique, but little research has been conducted on the actual effectiveness of toy premiums targeted to children on consumer purchase behaviour at the point of purchase. This study, investigates the use of a child targeted toy premium (Snoopy) by a fast food company (McDonald’s), and its effect …

Enhanced Food Marketing To Children On The Internet: A Content Analysis, Sarah A. Ochsner

UNLV Theses, Dissertations, Professional Papers, and Capstones

In light of the continuing epidemic of childhood obesity, aggressive food marketing strategies have come under increased scrutiny as a possible contributing factor. It has been acknowledged in numerous studies, that poor nutrient quality of food and beverages dominate children's programming. The growth in child-specific media envoys has further increased favorable opportunities to market food and beverages to children, notably less regulated and parentally unsupervised. According to the U.S. Census Bureau, 65% of children aged 6-11 have home access to the Internet; and today, the majority of food manufacturers operate websites appealing to children. The Institute of Medicine issued a …

Product Placement And Its Influence On Children, Simon Hudson, Charlene Elliott

Association of Marketing Theory and Practice Proceedings 2010

Despite the growing body of research concerning the practice of product placement, a notable research gap exists pertaining to the influence of product placement on children, and its link to childhood obesity. This study will provide an insight to the influence of product placement on children. Its objective is to analyze the placement of food and beverage products on children of various ages. An experimental approach will be taken whereby child-respondents will be divided into groups and each group will see the same television clip but with different placements (digitally inserted) of various types of food and beverages. All groups …

Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini

Conference proceedings

Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary …

Children's Understanding Of Television Advertising Intent, Margaret-Anne Lawlor, Andrea Prothero

Articles

Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular, telelvision advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached. This paper presents a brief overview of the literature addressing chidlren's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-resesearched perspectives. Findings are then presented from an exploratory study of eight and nine …

The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero

Articles

This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age, and cognitive and social development in this field, and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the …

Children And Television Advertising: A Cognitive Development Perspective, Darach Turley, Helen Gallagher

Articles

While the population growth rate in Ireland appears at least temporarily to have ground to a halt, the fact remains that this country will have to cherish and cater for a singularly sizeable children’s market for the next decade. This article begins with a qualitative examination of Irish advertising houses’ views on their respective outputs and target groups. Central to the process of communicating with the children’s market is the need to fully appreciate its heterogeneity. Psychologically speaking the “children’s market” is a misnomer. To this end, a series of questions are administered to a sample of Dublin children to …

Food Advertising To Children, George Moscone

Senator Moscone

Senate Joint Resolution 3 press release about food advertising to children