How can entertainment influence children’s food choices towards healthy eating

The purpose of this study is to explore whether the use of edutainment is able to positively influence children towards healthier eating habits. Using in-depth interview children’s food choices were compared pre and post exposure to educational action cartoon. The study focused on children form the age 5 to 10 in Israel, and was trying to assess at what age groups the message conveyed in the video was correctly retained. Parents were interviewed as well to validate the children’s answers about their food habits, as well as the children’s general media consumption. Results suggest that from age 7 children find the exposure engaging and the message is correctly retained in most cases, especially with the older children. We also noticed that most children were already doing healthy food choices before the exposure to the stimuli.

The role of humor in television advertisement: A study regarding Portuguese consumers’ emotions and reactions

The purpose of this study is to explore the humorous side of television advertisement and its impact on Portuguese consumers’ hearts, minds and wallets. Both qualitative (through in-depth interviews) and quantitative (through an on-line survey and subsequent statistical data analysis) methods were used, guaranteeing a more consistent, strong and valid research. Twenty-five interviews with randomly chosen consumers were conducted face-to-face and three interviews via e-mail with marketers and television advertisers were performed in order to explore profoundly the subject. Moreover, 360 people have answered the on-line survey. Through the analysis of the data collected humor perception was found to be positively correlated with persuasion and intention to purchase the product; intention to share the advert; message comprehension; product liking and development of positive feelings towards the brand and brand credibility variables. The main implication of these findings relies on the fact that humor in advertising is able to boost its effectiveness.

The influence of sports events endorsement on children’s perceptions of healthy food products and brands

Field lab in marketing: Children consumer behaviour

The impact of event sponsorship on children’s brand image and purchase intentions: The mediator effects of product involvement and brand familiarity

Field lab in marketing: Children consumer behaviour

Packaging as a vehicle of nutritional information for children: Enhancing children’s perceptions of healthy food

Field lab in marketing: Children consumer behaviour