Journal article

Parent's responses to nutrient claims and sports celebrity endorsements on energy-dense and nutrient-poor foods: an experimental study

Helen Dixon, Maree Scully, Melanie Wakefield, Bridget Kelly, Kathy Chapman, Robert Donovan

Public Health Nutrition | CAMBRIDGE UNIV PRESS | Published : 2011

Abstract

OBJECTIVE: To assess parents' responses to common, potentially misleading strategies for marketing energy-dense and nutrient-poor (EDNP) child-oriented foods. DESIGN: Between-subjects online experiment to test whether nutrient claims and sports celebrity endorsements on the front of packs of EDNP products lead parents to prefer and rate these foods more favourably. SETTING: Australia. SUBJECTS: A total of 1551 parents of children aged 5-12 years, who were the main household grocery buyers. RESULTS: Inclusion of nutrient claims or sports celebrity endorsements on EDNP products led parents to perceive these products to be more nutritious than if they did not include such promotions. When asked..

View full abstract

Grants

Funding Acknowledgements

The present study was funded by Cancer Council Victoria. No conflict of interest is declared. All authors have contributed to the present paper by being involved in conceiving and designing the study or in analysis and interpretation of data, and in writing and revising the paper. The authors thank I-view who conducted the pilot testing and fieldwork for the present research. They are also grateful to Ms Jane Martin, Obesity Policy Coalition, Cancer Council Victoria, Professor Louise Baur, Weight Management Services, Children's Hospital at Westmead, and Professor David Crawford, Centre for Physical Activity & Nutrition Research, Deakin University, who provided feedback on the design and methods for the present study.