Uribe Rodrigo, Fuentes-García Alejandra
School of Business, Universidad de Chile, Diagonal Paraguay 257, Santiago, Chile.
School of Public Health, Faculty of Medicine, Universidad de Chile, Av. Independencia 939, Santiago, Chile.
Appetite. 2015 Aug;91:165-72. doi: 10.1016/j.appet.2015.03.030. Epub 2015 Mar 31.
This paper examines the effect of unhealthy food brand placement on children across different age groups (9, 12 and 15 year-old children). Results show that both brand awareness, and the behavioral disposition (toward junk food and McDonald's) increased when children were exposed to this marketing technique (in comparison with the control group). In the case of age, older groups (12-15) performed better in brand awareness, but scored lower in behavioral disposition than the 9-year-old group. Moreover, the joint use of advertising and placement (synergy) increased the effect of these communication tactics on children. Results are discussed in terms of previous results of the studies providing evidence of the influence of promotional tools of junk food on children.
本文研究了不健康食品品牌植入对不同年龄组儿童（9岁、12岁和15岁儿童）的影响。结果表明，与对照组相比，当儿童接触到这种营销技巧时，品牌认知度以及（对垃圾食品和麦当劳的）行为倾向均有所提高。就年龄而言，年龄较大的组（12 - 15岁）在品牌认知度方面表现更好，但在行为倾向上的得分低于9岁组。此外，广告与植入的联合使用（协同效应）增强了这些传播策略对儿童的影响。本文根据以往研究结果进行了讨论，这些研究为垃圾食品促销工具对儿童的影响提供了证据。
