Children's consumption behavior in response to food product placements in movies
- Author(s)
- Jörg Matthes, Brigitte Naderer
- Abstract
Almost all research on the effects of product placements on children has focused on brand attitudes or behavioral intentions. Drawing on the important difference between attitudes or behavioral intentions on the one hand and actual behavior on the other, this paper tests the effects of brand placements on children's food consumption. Children from 6 to 14years old were exposed to an excerpt of the popular movie Alvin and the Chipmunks, including placements for the product Cheese Balls. Three versions were created: one without placements, one with moderate placement frequency, and one with high placement frequency. Results showed that exposure to high-frequency product placements exerted a significant effect on snack consumption, but no effect on brand or product attitudes. These effects were independent of children's ages. The findings are of great importance to consumer behavior scholars, nutrition experts, and policy regulators.
- Organisation(s)
- Department of Communication
- Journal
- Journal of Consumer Behaviour: an international research review
- Volume
- 14
- Pages
- 127–136
- No. of pages
- 10
- ISSN
- 1472-0817
- DOI
- https://doi.org/10.1002/cb.1507
- Publication date
- 03-2015
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 508007 Communication science
- ASJC Scopus subject areas
- Social Psychology, Applied Psychology
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/childrens-consumption-behavior-in-response-to-food-product-placements-in-movies(4a936e28-5e6b-4fdd-8714-21b8259b8767).html