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Influence of Marketing on Preschoolers’ Product Preference
Author(s) -
Colby Sarah E,
Bulova Jessica,
Person Ashley,
CarrawayStage Virginia
Publication year - 2010
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.24.1_supplement.936.4
Subject(s) - ethnic group , character (mathematics) , psychology , product (mathematics) , quality (philosophy) , preference , advertising , marketing , business , mathematics , statistics , geometry , epistemology , sociology , anthropology , philosophy
Objective To determine the influence of, and factors associated with, the influence of cartoon character food label marketing on preschoolers’ product preferences. Methods Parents (n=46) completed online surveys and children (n=46), 4–6 years old, completed card sorting methodologies. Outcomes Measured Demographic information (income, ethnicity, parental education, and gender), self‐reported parental dietary quality, parental ability to identify overall nutrient composition of specific foods, and influence of cartoon character marketing on children's product preferences were assessed. Results Preschoolers were more likely to prefer products with food label cartoon character marketing (p<0.05). Preschoolers were more likely to be influenced by cartoon character marketing if they were male; black; their parent's had lower levels of education; their parent's were less able to identify the overall healthiness of food products; or their parent's had less healthy diets (p<0.05). Conclusions Differences in the level of influence of cartoon character marketing on food labels varies by sociodemographic indicators.