在快餐店内对儿童进行营销：社区人口统计特征的差异。
Marketing to Children Inside Quick Service Restaurants: Differences by Community Demographics.
机构信息
Department of Nutrition and Public Health, School of Health Sciences, Merrimack College, North Andover, Massachusetts; Department of Nutrition, Harvard T.H. Chan School of Public Health, Boston, Massachusetts.
Department of Allied Health Sciences, University of Connecticut, Storrs, Connecticut; UConn Rudd Center for Food Policy & Obesity, University of Connecticut, Hartford, Connecticut.
出版信息
Am J Prev Med. 2021 Jul;61(1):96-104. doi: 10.1016/j.amepre.2021.01.035. Epub 2021 May 11.
INTRODUCTION
In the U.S., children regularly consume foods from quick-service restaurants, but little is known about the marketing strategies currently used inside quick-service restaurants. This study aims to validate a child-focused Environmental Assessment Tool for quick-service restaurants, evaluate marketing strategies inside and on the exterior of quick-service restaurants, and examine differences by community race/ethnicity or income.
METHODS
The inter-rater and test-retest reliability of the Environmental Assessment Tool were assessed across the top 5 national quick-service restaurant chains. Marketing techniques in 165 quick-service restaurants (33 per national chain) in socioeconomically and racially/ethnically diverse communities throughout New England were examined in 2018-2019. Mixed methods ANOVA examined the differences in marketing techniques in 2020.
RESULTS
The inter-rater and test-retest reliability of the Environmental Assessment Tool were high (Cohen's κ>0.80). Approximately 95% of quick-service restaurants marketed less healthy foods, whereas only 6.5% marketed healthy options. When examining the differences by community demographics, there were significantly more price promotion advertisements inside and on the exterior of quick-service restaurants in lower-income communities. In addition, there was a greater number of child-directed advertisements with cartoon or TV/movie characters as well as fewer healthy entrée options and more sugar-sweetened beverage and dessert options on the children's menu inside quick-service restaurants in communities with higher minority populations.
CONCLUSIONS
Environmental Assessment Tool is a valid tool to evaluate marketing inside quick-service restaurants. Results suggest that there is a substantial amount of unhealthy food and beverage marketing inside quick-service restaurants, with differences in the number and types of techniques used in lower-income and minority communities. Policies that limit quick-service restaurant marketing to children should be considered.
简介
在美国，儿童经常食用快餐连锁店的食品，但人们对快餐连锁店内部目前使用的营销策略知之甚少。本研究旨在验证一种针对快餐连锁店的以儿童为中心的环境评估工具，评估快餐连锁店内部和外部的营销策略，并研究社区种族/族裔或收入差异。
方法
在2018-2019 年，对新英格兰各地社会经济和种族/族裔多样化社区的 165 家快餐连锁店（每个国家连锁店 33 家）中的营销技术进行了评估，对前 5 大全国快餐连锁店的环境评估工具的评分者间和测试-重测可靠性进行了评估。混合方法方差分析研究了 2020 年营销技术的差异。
结果
环境评估工具的评分者间和测试-重测可靠性很高（Cohen's κ>0.80）。大约 95%的快餐连锁店推销不太健康的食品，而只有 6.5%推销健康的选择。在按社区人口统计学特征进行差异分析时，低收入社区的快餐连锁店内外的价格促销广告明显更多。此外，在少数族裔人口比例较高的社区，快餐连锁店内部的儿童广告更多地采用卡通或电视/电影人物，健康的主菜选择较少，而含糖饮料和甜点选择更多。
结论
环境评估工具是评估快餐连锁店内部营销的有效工具。结果表明，快餐连锁店内部存在大量的不健康食品和饮料营销，在低收入和少数族裔社区中使用的技术数量和类型存在差异。应考虑限制快餐连锁店向儿童营销的政策。
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