{"id":18639,"date":"2016-07-01T00:00:00","date_gmt":"2018-12-03T19:10:42","guid":{"rendered":"https:\/\/aprifel-pp.mentalworks.biz\/fr\/resume-scientifique\/the-influence-of-brand-equity-characters-on-children-s-food\/"},"modified":"2018-12-03T20:10:42","modified_gmt":"2018-12-03T19:10:42","slug":"the-influence-of-brand-equity-characters-on-children-s-food","status":"publish","type":"resume","link":"https:\/\/aprifel-pp.mentalworks.biz\/fr\/resume-scientifique\/the-influence-of-brand-equity-characters-on-children-s-food\/","title":{"rendered":"The Influence of Brand Equity Characters on Children’s Food Preferences and Choices."},"content":{"rendered":"

OBJECTIVES<\/strong>
\nTo assess the influence of brand equity characters displayed on food packaging on children's food preferences and choices, 2 studies were conducted. Brand equity characters are developed specifically to represent a particular brand or product. Despite existing literature suggesting that promotional characters influence children's food choices, to date, no research has assessed the influence of brand equity characters specifically.<\/p>\n

STUDY DESIGN<\/strong>
\nWe recruited 209 children 4-8 years of age from schools and childcare centers in the UK. In a mixed-measures design, the children were asked to rate their taste preferences and preferred snack choice for 3 matched food pairs, presented either with or without a brand equity character displayed on packaging. Study 1 addressed congruent food-character associations and study 2 addressed incongruent associations. Participants were also asked to rate their recognition and liking of characters used. Wilcoxon signed-rank tests and χ(2) analyses were used where appropriate.<\/p>\n

RESULTS<\/strong>
\nChildren were significantly more likely to show a preference for foods with a brand equity character displayed on the packaging compared with a matched food without a brand equity character, for both congruent and incongruent food-character associations. The presence of a brand equity character also significantly influenced the children's within-pair preferences, within-pair choices, and overall snack choice (congruent associations only).<\/p>\n

CONCLUSIONS<\/strong>
\nDisplaying brand equity characters promotes unhealthy food choices in children. The findings are consistent with those of studies exploring other types of promotional characters. In the context of a childhood obesity epidemic, the use of brand equity characters in the promotion of foods high in fat, salt, and sugar to children should be restricted.<\/p>\n","protected":false},"template":"","mots_cles":[],"class_list":["post-18639","resume","type-resume","status-publish","hentry"],"acf":{"adresse":"Department of Psychological Sciences, University of Liverpool, Liverpool, UK. 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