Journal article

The impact of unhealthy food sponsorship vs. pro-health sponsorship models on young adults' food preferences: a randomised controlled trial

Helen Dixon, Maree Scully, Melanie Wakefield, Bridget Kelly, Simone Pettigrew, Kathy Chapman, Jeff Niederdeppe

BMC PUBLIC HEALTH | BMC | Published : 2018


BACKGROUND: Unhealthy foods are promoted heavily, through food company sponsorship of elite sport, resulting in extensive exposure among young adults who are avid sport spectators. This study explores the effects of sponsorship of an elite sporting event by: (A) non-food brands (control), (B) unhealthy food brands, (C) healthier food brands, or (D) an obesity prevention public health campaign on young adults' brand awareness, attitudes, image perceptions, event-sponsor fit perceptions, and preference for food sponsors' products. METHODS: A between-subjects web-based experiment was conducted, consisting of four sponsorship conditions (A through D) featuring three product categories within eac..

View full abstract


Awarded by Australian Government's National Health & Medical Research Council

Funding Acknowledgements

This study was supported by the Australian Government's National Health & Medical Research Council's 'Targeted Call for Research into Preventing Obesity in 18-24 year olds' (APP1114923). The funding body was not involved in the design of the study or the collection, analysis and interpretation of data, or in writing the manuscript.