Document Detail

Using brand characters to promote young children's liking of and purchase requests for fruit.
MedLine Citation:
PMID:  21058143     Owner:  NLM     Status:  In-Process    
The aim of this experiment was to investigate whether brand characters can enhance children's liking of and purchase request intent for fruit compared to candy. The authors assigned 216 preschool students between the ages of 4 and 6 years to 9 experimental conditions in which they were presented with a healthy snack (chopped bananas) and an unhealthy snack (banana candy). The packages of these snacks portrayed a familiar character (i.e., Dora from Dora the Explorer or SpongeBob from SpongeBob SquarePants), an unfamiliar character, or no character (control group). The authors' results showed that brand characters can increase children's liking of and purchase request intent for fruit up to a level similar to candy. However, the effects on liking and purchase request intent did not differ between familiar and unfamiliar characters. These results may be helpful for future marketing campaigns to promote children's consumption of healthy foods.
Simone M de Droog; Patti M Valkenburg; Moniek Buijzen
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Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  Journal of health communication     Volume:  16     ISSN:  1087-0415     ISO Abbreviation:  J Health Commun     Publication Date:  2011 Jan 
Date Detail:
Created Date:  2011-01-05     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9604100     Medline TA:  J Health Commun     Country:  England    
Other Details:
Languages:  eng     Pagination:  79-89     Citation Subset:  T    
The Amsterdam School of Communications Research, University of Amsterdam, Amsterdam, The Netherlands.
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