Department of Intercultural Communication and Management, Copenhagen Business School, Frederiksberg, Denmark.
Int J Obes (Lond). 2011 Apr;35 Suppl 1:S137-43. doi: 10.1038/ijo.2011.46.
The aim of this report was to present methodological aspects of assessing the effects of advertising on children's food choices and preferences.
Two instruments have been used: first, a choice experiment on children's food knowledge and preferences, and second, a questionnaire on children's knowledge about and attitudes towards advertising. The choice experiment employed 10 matched pairs of food items, each represented in two magazines, one that tested knowledge and the other food preferences. The children's questionnaire contained four dimensions that tested children's credibility and suspiciousness of, as well as entertainment by, advertising. Although based on already developed tools, both instruments were modified to suit the young target group and ensure cross-cultural comparability. The questionnaire was validated via Cronbach's alpha and factor analysis.
A total of 393 children aged 5-11 years from seven European countries participated in the study.
Both instruments proved to be valid and reliable to analyse the food knowledge and preferences of children, as well as knowledge about and attitudes towards advertising. While 92.2% of the children predominantly recognised the healthier food, only 33.2% also preferred the healthier food. The Cronbach's alpha values for the dimensions were 0.470 for credibility, 0.409 for suspiciousness and 0.295 for entertainment factor. The gathered data revealed that children are rather critical and suspicious of advertising and only moderately entertained.
Both instruments are applicable for the 5- to 11-year-old age group in different European countries. Descriptive results indicate additional insights into the effects of advertising on children's food knowledge, preferences and food choice.
本报告旨在介绍评估广告对儿童食物选择和偏好影响的方法学方面。
使用了两种工具：一是儿童食物知识和偏好选择实验，二是儿童对广告的知识和态度问卷。选择实验采用了 10 对匹配的食物项目，每个项目在两种杂志中各有两种表示形式，一种测试知识，另一种测试食物偏好。儿童问卷包含四个维度，分别测试儿童对广告的可信度和怀疑度以及娱乐性。虽然这两种工具都是基于已开发的工具，但都经过修改以适应年轻的目标群体并确保跨文化的可比性。问卷通过 Cronbach's alpha 和因子分析进行验证。
来自七个欧洲国家的 393 名 5-11 岁儿童参与了这项研究。
两种工具都被证明是有效的和可靠的，可以分析儿童的食物知识和偏好，以及他们对广告的知识和态度。虽然 92.2%的儿童主要认识到更健康的食物，但只有 33.2%的儿童也更喜欢更健康的食物。可信度维度的 Cronbach's alpha 值为 0.470，怀疑度维度为 0.409，娱乐因子为 0.295。收集的数据表明，儿童对广告持相当批判和怀疑态度，只是适度娱乐。
这两种工具都适用于不同欧洲国家 5-11 岁年龄组。描述性结果表明，广告对儿童食物知识、偏好和食物选择的影响有了更多的了解。
