Children and Promoting a Healthy Diet: A Study on the Effectiveness of Using Threats in Advertising

被引：10
作者：
Charry, Karine [1 ]
Pecheux, Claude [2 ,3 ]
机构：
[1] Lille Catholic Univ, CNRS, IESEG Sch Management, LEM, Lille, France
[2] Louvain Sch Management, Louvain, Belgium
[3] Catholic Univ Mons, CCMS Ctr Res Consumers & Mkt Strategy, Mons, Belgium
来源：
RECHERCHE ET APPLICATIONS EN MARKETING-ENGLISH EDITION | 2011年 / 26卷 / 02期
关键词：
Children; healthy food; advertising; persuasion; threats; negative affective reactions;
D O I：
10.1177/205157071102600201
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper presents two experiments showing the effectiveness of ads targeting preadolescents and embedding "threat appeals" to promote healthy food behaviors among 8 to 12-year-olds. Using classic advertising effectiveness indicators, this research provides evidence of message persuasion through negative affective reactions. Theoretical and practical implications are proposed - specifically in the worrying context of increasing obesity in children - as well as an ethical discussion about the relevancy of triggering negative affective reactions when children are the target.
引用
收藏
页码：3 / 28
页数：26
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