Title: A systematic review of endorser effects in child-targeted food marketing
Authors: Smits, Tim
Neyens, Evy
Issue Date: Jun-2014
Conference: ICORIA location:Amsterdam date:27-28 June 2014
Abstract: Since the seminal review on food marketed to children by the FTC (2006), more
researchers studied the most prevalent child-targeted marketing technique: the
use of endorsing characters. Such research stems from various disciplines and
displays a wide variation in experimentation strategies. This paper provides a
systematic review of these studies (15 identified; participant age 3 to 12 years)
and their joint interpretation. The review focuses on three important questions: (a)
Does a basic endorsement effect exist?; (b) Is the strength of such effect
influenced by endorser type?; and (c) Does the endorsement strength differ
according to food type?
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Institute for Media Studies

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