An investigation of the role of television advertising in positively enhancing children's memories of, and expectancies for, the taste of apples

Abstract

This thesis provides evidence that liked television advertising can positively enhance children’s taste ratings of apples. Two advertisements, one promoting the ‘great taste’ of apples and the other depicting apples as a socially-approved ‘fun’ food, significantly increased taste ratings for pleasant tasting apples. For less pleasant tasting apples, the taste advertisement influenced taste ratings when shown after apple consumption. The advertisements also influenced children’s decision to eat more apple and their intention to purchase apple.