Mulligan Christine, Remedios Lauren, Ramsay Tim, Pauzé Elise, Bagnato Mariangela, Potvin Kent Monique
School of Epidemiology and Public Health, Faculty of Medicine, University of Ottawa, Ottawa, Canada.
Interdisciplinary School of Health Sciences, Faculty of Health Sciences, University of Ottawa, Ottawa, Canada.
Public Health Nutr. 2025 May 2;28(1):e90. doi: 10.1017/S1368980025000369.
Despite strong evidence linking exposure to food and beverage marketing with poor diet quality and negative health impacts in children, the effect of brand marketing (i.e. marketing featuring branded content, but no food products) is uncertain. This study evaluated the impact of brand marketing product-based advertising on children's food preferences and behavioural intentions.
An online survey was administered to participants randomised to one of four ad conditions; familiar product (i.e. from popular Canadian brands); familiar brand (i.e. no food product, Canadian brand); unfamiliar product (i.e. foreign products); and unfamiliar brand ad (i.e. foreign brand). Participants viewed three ads displaying features of that condition and answered three 5-point Likert-scale questions related to the study outcomes: food preference, purchase intent and pester power. The average of all outcomes determined the total impact. An ANOVA with Bonferroni tests evaluated differences in impact between conditions.
Canada participants: 1341 Canadian children (9-12 years).
Familiar product ads had a higher total impact on children (mean score 3·57) compared with familiar brand ads (2·88), unfamiliar brand ads (3·24) or unfamiliar product ads (3·09; < 0·001 for all pairwise comparisons). Total impact was lower for familiar brand ads than for unfamiliar brand ads or unfamiliar product ads ( < 0·001 for all pairwise comparisons). The impact of an unfamiliar brand and product did not differ ( = 0·53).
Results suggest that familiar product ads seem to have a stronger impact on children's food preferences and behavioural intentions than familiar brand ads, unfamiliar brand ads and unfamiliar product ads.
尽管有充分证据表明接触食品和饮料营销与儿童不良饮食质量及负面健康影响有关，但品牌营销（即展示品牌内容但无食品的营销）的影响尚不确定。本研究评估了品牌营销与基于产品的广告对儿童食品偏好和行为意图的影响。
对随机分配到四种广告条件之一的参与者进行在线调查；熟悉的产品（即来自加拿大流行品牌）；熟悉的品牌（即无食品，加拿大品牌）；不熟悉的产品（即外国产品）；以及不熟悉的品牌广告（即外国品牌）。参与者观看了展示该条件特征的三则广告，并回答了与研究结果相关的三个5分量表问题：食品偏好、购买意图和纠缠能力。所有结果的平均值决定了总体影响。采用方差分析和邦费罗尼检验评估不同条件之间的影响差异。
加拿大 参与者：1341名加拿大儿童（9至12岁）。
与熟悉的品牌广告（2.88）、不熟悉的品牌广告（3.24）或不熟悉的产品广告（3.09）相比，熟悉的产品广告对儿童的总体影响更大（平均得分3.57）（所有两两比较的P<0.001）。熟悉的品牌广告的总体影响低于不熟悉的品牌广告或不熟悉的产品广告（所有两两比较的P<0.001）。不熟悉的品牌和产品的影响没有差异（P = 0.53）。
结果表明，熟悉的产品广告对儿童食品偏好和行为意图的影响似乎比熟悉的品牌广告、不熟悉的品牌广告和不熟悉的产品广告更强。
