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Soda Advertising Effects on Children's Beverage Preferences as Mediated by Attitudes toward the Ad and Product: Comparing Impacts of Child- vs. Non-child-Directed Targeting Strategies and Use of Emotional Appeals.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Soda Advertising Effects on Children's Beverage Preferences as Mediated by Attitudes toward the Ad and Product: Comparing Impacts of Child- vs. Non-child-Directed Targeting Strategies and Use of Emotional Appeals./
Author:	Mediano Stoltze, Fernanda.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	235 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-07, Section: B.
Contained By:	Dissertations Abstracts International83-07B.
Subject:	Public health. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28717865
ISBN:	9798759992646

Soda Advertising Effects on Children's Beverage Preferences as Mediated by Attitudes toward the Ad and Product: Comparing Impacts of Child- vs. Non-child-Directed Targeting Strategies and Use of Emotional Appeals.
Mediano Stoltze, Fernanda.

Soda Advertising Effects on Children's Beverage Preferences as Mediated by Attitudes toward the Ad and Product: Comparing Impacts of Child- vs. Non-child-Directed Targeting Strategies and Use of Emotional Appeals. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 235 p.

Source: Dissertations Abstracts International, Volume: 83-07, Section: B.

Thesis (Ph.D.)--The University of North Carolina at Chapel Hill, 2021.

This item must not be sold to any third party vendors.

Food marketing regulations have restricted the use of child-directed strategies (e.g., cartoons) to promote unhealthy products, given food marketing increases children's preferences for unhealthy foods. However, it is still unclear how susceptible children are to unhealthy food advertising that is not defined as child-directed but may appeal to children. This dissertation assessed the effects of sugar-sweetened-soda (SSS) ads using child-directed and non-child-directed advertising strategies on beverage preferences of eleven- and twelve-year-old children living in Chile. A Stimulus Selection and Pretest Study (N=86) was performed to select the advertising appeals for the Main Experiment. In this mixed-measures online experiment, I tested effects of content used to signal the ad's target audience (child-directed vs. non-child-directed) and six different universal emotional appeals (UEAs) on children's perceptions and attitudes toward ads. Additionally, fictitious beverages brands and labels were also tested.The Main Experiment (N=546) used a randomized between-subjects experimental design to assess the effects of exposure to a child-directed vs. non-child-directed SSS ad featuring UEAs on children's beverage preferences and further compared these emotional ads vs. an ad using product-focused appeals. Additionally, the mediating roles of attitudes toward the ad and the advertised product in predicting children's beverage choices were assessed.Three UEAs were selected for the Main Experiment. These appeals showed a match between children's perceptions of the protagonist's age and the intended protagonists' age and showed equivalent attitudes toward the ad regardless of the ad target audience and children's gender. Results of the main experiment indicated a difference between emotional and product-focused appeals featured in a SSS ad in impacting children's beverage preferences indirectly through the serial mediation of attitudes toward the ad and the promoted product. Compared to the product-focused ad, UEAs ads indirectly increased children's preferences for SSS and the soda product category over other beverages and decreased preferences for bottled water. Both child- and non-child-directed UEA ads had similar effects on children's beverage preferences.Results suggest that using UEAs rather than child-directed strategies in soda ads might be the central persuasive strategy driving advertising effects on eleven- and twelve-year-old children's preferences for the soda product category and SSSs.

ISBN: 9798759992646Subjects--Topical Terms:

534748
Public health.
Subjects--Index Terms:

Children

Soda Advertising Effects on Children's Beverage Preferences as Mediated by Attitudes toward the Ad and Product: Comparing Impacts of Child- vs. Non-child-Directed Targeting Strategies and Use of Emotional Appeals.
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506 $a This item must not be sold to any third party vendors.
520 $a Food marketing regulations have restricted the use of child-directed strategies (e.g., cartoons) to promote unhealthy products, given food marketing increases children's preferences for unhealthy foods. However, it is still unclear how susceptible children are to unhealthy food advertising that is not defined as child-directed but may appeal to children. This dissertation assessed the effects of sugar-sweetened-soda (SSS) ads using child-directed and non-child-directed advertising strategies on beverage preferences of eleven- and twelve-year-old children living in Chile. A Stimulus Selection and Pretest Study (N=86) was performed to select the advertising appeals for the Main Experiment. In this mixed-measures online experiment, I tested effects of content used to signal the ad's target audience (child-directed vs. non-child-directed) and six different universal emotional appeals (UEAs) on children's perceptions and attitudes toward ads. Additionally, fictitious beverages brands and labels were also tested.The Main Experiment (N=546) used a randomized between-subjects experimental design to assess the effects of exposure to a child-directed vs. non-child-directed SSS ad featuring UEAs on children's beverage preferences and further compared these emotional ads vs. an ad using product-focused appeals. Additionally, the mediating roles of attitudes toward the ad and the advertised product in predicting children's beverage choices were assessed.Three UEAs were selected for the Main Experiment. These appeals showed a match between children's perceptions of the protagonist's age and the intended protagonists' age and showed equivalent attitudes toward the ad regardless of the ad target audience and children's gender. Results of the main experiment indicated a difference between emotional and product-focused appeals featured in a SSS ad in impacting children's beverage preferences indirectly through the serial mediation of attitudes toward the ad and the promoted product. Compared to the product-focused ad, UEAs ads indirectly increased children's preferences for SSS and the soda product category over other beverages and decreased preferences for bottled water. Both child- and non-child-directed UEA ads had similar effects on children's beverage preferences.Results suggest that using UEAs rather than child-directed strategies in soda ads might be the central persuasive strategy driving advertising effects on eleven- and twelve-year-old children's preferences for the soda product category and SSSs.
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