C LUBS H EALTHY F OODAT F OOTBALL

(1)

H

EALTHY

F

OOD AT

F

OOTBALL

C

LUBS

The Influence of Promotion Posters on Healthy

Food Choice among Children

Floor Zanderink

S1960075

University of Groningen

(2)

1.

Introduction & Research Questions

2.

Theoretical Background, Hypotheses & Conceptual Model

3.

Methodology

4.

Results

5.

Implications

6.

Limitations & Future Research

(3)

I

NTRODUCTION

→

Growing concern for childhood obesity

→ Netherlands: 13.6% of children between 4 and 17 overweight (CBS 2016) → Choices children make today, determines the diet of tomorrow’s adults → Food industry identified as one of the main contributors (Elliott 2007)

→

Marketing to Children

→ Only 6% of commercials aimed at children promotes a healthy lifestyle (Consumentenbond 2011)

→ Funny shapes, bright colors  ‘the amusement part of food’ → What about promoting healthier food options?

→ This paper: Fun elements & Celebrity endorser

→

Field study & Survey at a sports canteen in

Groningen

(4)

R

ESEARCH

Q

UESTIONS

How can sport canteens stimulate healthy food choice among children?

→

Does including fun elements and/or a celebrity endorser on a poster

promoting a healthier food option lead to increases in preferences for this

healthier food option?

→

Does age moderates the effect between fun elements and preferences?

(5)

T

HEORETICAL

B

ACKGROUND

→

_{Fun Food}

→ _{Funny fonts, cartoon characters, fun slogans, bright colors (Elliot 2007)}

→

_{Promotion of healthy products}

→ Previous research limited

→ _{Pires and Agante (2011): influence of ‘fun packaging’ on children’s healthy}

purchase decisions

→ _{Willingness to buy and willingness to consume both increased in comparison to}

(6)

T

HEORETICAL

B

ACKGROUND

→

_Age

→ _{Young children tend to rely more on simple cues and heuristics}

→ Teenagers become more sceptical and rely more on arguments and information given

→ _{H2: The age of children weakens the positive relationship between fun}

(7)

T

HEORETICAL

B

ACKGROUND

→

_{Celebrity Endorsement}

→ _{Can lead to increases in e.g. brand awareness, purchase intention, profit and}

sales (Elberse and Verleun 2012; Erdogan 1999; Hung, Chan and Tse 2011; Kaikati 1987)

→ Dix, Phau and Pougnet (2010): athlete role models influence purchase behavior and behavioral intentions of students in Australia

→ _{Same results found for e.g. young Brazilian consumers (Grohmann, Battistella}

(8)

T

HEORETICAL

B

ACKGROUND

→

_{Winning a Football Game}

→ Children who win a football game, experience more positive emotions (Eaton and Banks 2009) and emotions can change food choice (Gibson 2006)

→ _{Positive emotions can result in increases in unhealthy food intake, but also in}

decreases in unhealthy food intake (Macht 2008; Rotenberg and Flood 1999)

→ _{Individuals who are in a positive mood are more easily persuaded by an}

(9)

(10)

M

ETHODOLOGY

→

_{Research method}

→ Field Experiment: S.V. Lycurgus

→ _{Study Design: Four conditions} → _{Survey Design}

→

_Variables

→ _{IV: the four treatment conditions} → _{DV: the option children choose}

→ _{Moderators: age & winning a football game} → _{Control: gender}

→

_{Plan of analysis}

(11)

(12)

M

ETHODOLOGY

→

_{Research method}

→ Field Experiment: S.V. Lycurgus

→ _{Study Design: Four conditions} → _{Survey Design}

→

_Variables

→ _{IV: the four treatment conditions} → _{DV: the option children choose}

→ _{Moderators: age & winning a football game} → _{Control: gender}

→

_{Plan of analysis}

(13)

S

AMPLE

& R

ESULTS

→ _{7 to 14-year-old children}

→ _{Final sample: 126 respondents}

→ Interaction term fun x age is residual-centered to overcome multicollinearity problem

→ _{Age has a negative influence on healthy food choice: Younger children have a higher}

preference for the healthier option than older children

→ _{If age is increasing, fun marketing becomes less effective: H2 partly accepted}

→ _{A celebrity endorser on a promotion poster of a healthy food option significantly}

increases the preferences for the healthy option: H3 accepted

→ _{Winning a football game significantly increases the percentage of children who choose}

the unhealthy option: H5a accepted

(14)

M

ANAGERIAL

& T

HEORETICAL

I

MPLICATIONS

→

_{Managerial implications}

→ Start using promotion posters with various sports celebrities

→ _{Using fun elements should be taken with care} → _Packaging

→ _{Make parents aware}

→ _{Stimulate ‘winners’ with e.g. slogans}

→

_{Theoretical implications}

→ _{Effective method found to increase healthy consumption behaviour of children in}

(15)

L

IMITATIONS AND

F

UTURE

R

ESEARCH

→

_Limitations

→ Relatively small sample size

→ _{Influence of parents}

→ _{Products were received for free}

→ _{Only one football canteen was tested}

→

Future Research

→ _{Other experimental settings} → _{Longer time periods}

→ _{Younger children}

(16)