Title: The Persuasiveness of Child-Targeted Endorsement Strategies: A Systematic Review
Authors: Smits, Tim ×
Vandebosch, Heidi
Neyens, Evy
Boyland, Emma #
Issue Date: 2015
Publisher: New Brunswick, N.J., International Communication Association
Series Title: Communication Yearbook vol:39 issue:2015 pages:311-338
Abstract: Several European and U.S. reviews have established the link between food marketing and childhood obesity (EU Pledge, 2012; FTC, 2006; Persson, Soroko, Musicus & Lobstein, 2012), which has stimulated researchers to investigate the effects of the most prevalent child-targeted marketing technique: the use of endorsing characters. This systematic review of these studies (15 identified; participants age 3-12 years) focuses on three important questions: (a) Does a basic endorser effect exist?, (b) Is the strength of the endorsement effect influenced by endorser type?, and (c) Does the endorsement strength differ according to the type of food being promoted?
ISSN: 0147-4642
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Institute for Media Studies
× corresponding author
# (joint) last author

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