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    Counter-Advertising May Reduce Parent's Susceptibility to Front-of-Package Promotions on Unhealthy Foods

    Access Status
    Fulltext not available
    Authors
    Dixon, H.
    Scully, M.
    Kelly, B.
    Donovan, Robert
    Chapman, K.
    Wakefield, M.
    Date
    2014
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Dixon, H. and Scully, M. and Kelly, B. and Donovan, R. and Chapman, K. and Wakefield, M. 2014. Counter-Advertising May Reduce Parent's Susceptibility to Front-of-Package Promotions on Unhealthy Foods. Journal of Nutrition Education and Behavior. 46 (6): pp. 467-474.
    Source Title
    Journal of Nutrition Education and Behavior
    DOI
    10.1016/j.jneb.2014.05.008
    ISSN
    1499-4046
    School
    School of Public Health
    URI
    http://hdl.handle.net/20.500.11937/32456
    Collection
    • Curtin Research Publications
    Abstract

    Objective: Assess the effect of counter-advertisements on parents' appraisals of unhealthy foods featuring front-of-package promotions (FOPPs). Design: A 2 × 2 × 5 between-subjects Web-based experiment. Parents were randomly shown an advertisement (counter-advertisement challenging FOPP/control advertisement) and then a pair of food products from the same category: an unhealthy product featuring an FOPP (nutrient content claim/sports celebrity endorsement) and a healthier control product with no FOPP. Setting: Australia. Participants: A total of 1,269 Australian-based parents of children aged 5–12 years recruited from an online panel. Main Outcome Measures: Parents nominated which product they would prefer to buy and which they thought was healthier, then rated the unhealthy product and FOPP on various characteristics. Analysis: Differences between advertisement conditions were assessed using logistic regression (product choice tasks) and analysis of variance tests (ratings of unhealthy product and FOPP). Results: Compared with parents who saw a control advertisement, parents who saw a counter-advertisement perceived unhealthy products featuring FOPPs as less healthy, expressed weaker intentions for buying such products, and were more likely to read the nutrition facts panel before nominating choices (all P < .001). Conclusions and Implications: Counter-advertising may help reduce the misleading influence of unhealthy food marketing and improve the accuracy of parents' evaluations of how nutritious promoted food products are.

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