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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)
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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
Endorser effects @ ICORIA 2014
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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)
Endorser effects @ ICORIA 2014
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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)
Endorser effects @ ICORIA 2014
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REVIEW CORPUS
Endorser effects @ ICORIA 2014
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
Endorser effects @ ICORIA 2014
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Q1. BASIC ENDORSER EFFECT?
Endorser effects @ ICORIA 2014
++ + / -
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
Endorser effects @ ICORIA 2014
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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
Endorser effects @ ICORIA 2014
++ + / --
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
Endorser effects @ ICORIA 2014
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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)
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