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    Effects of nutrient content claims, sports celebrity endorsements and premium offers on pre-adolescent children's food preferences: experimental research

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    Authors
    Dixon, H.
    Scully, M.
    Niven, P.
    Kelly, B.
    Chapman, K.
    Donovan, Robert
    Martin, J .
    Baur, L.
    Crawford, D.
    Wakefield, M.
    Date
    2014
    Type
    Journal Article
    
    Metadata
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    Citation
    Dixon, H. and Scully, M. and Niven, P. and Kelly, B. and Chapman, K. and Donovan, R. and Martin, J . et al. 2014. Effects of nutrient content claims, sports celebrity endorsements and premium offers on pre-adolescent children's food preferences: experimental research. Pediatric Obesity. 9 (2): pp. e47-e57.
    Source Title
    Pediatric Obesity
    DOI
    10.1111/j.2047-6310.2013.00169.x
    ISSN
    2047-6302
    School
    School of Public Health
    URI
    http://hdl.handle.net/20.500.11937/4842
    Collection
    • Curtin Research Publications
    Abstract

    Objectives: To assess pre-adolescent children's responses to common child-oriented front-of-pack food promotions.Methods: Between-subjects, web-based experiment with four front-of-pack promotion conditions onenergy-dense and nutrient-poor (EDNP) foods: no promotion [control]; nutrient content claims; sports celebrity endorsements (male athletes) and premium offers. Participants were 1302 grade 5 and 6 children (mean age 11 years) from Melbourne, Australia. Participants chose their preferred product from a randomly assigned EDNP food pack and comparable healthier food pack then completed detailed product ratings. Child-oriented pack designs with colourful, cartooned graphics, fonts and promotions were used.Results: Compared to the control condition, children were more likely to choose EDNP products featuring nutrient content claims (both genders) and sports celebrity endorsements (boys only). Perceptions of nutritional content were enhanced by nutrient content claims. Effects of promotions on some product ratings (but not choice) were negated when children referred to the nutrition information panel. Premium offers did not enhance children's product ratings or choice

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