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Title: Counter-advertising may reduce parent's susceptibility to front-of-package promotions on unhealthy foods
Authors: Dixon, H
Scully, M
Kelly, B
Donovan, R
Chapman, K
Wakefield, M
Categories: Intervention & Support - Marketing & Labelling of junk food
Population Groups - Australia
Pub. Date: 8-May-2014
Journal Title: Journal of Nutrition Education and Behavior
Volume: 46
Issue: 6
Page number start: 467
Page number end: 474
Abstract: OBJECTIVE: Assess the effect of counter-advertisements on parents' appraisals of unhealthy foods featuring front-of-package promotions (FOPPs). DESIGN: A 2 × 2 × 5 between-subjects Web-based experiment. Parents were randomly shown an advertisement (counter-advertisement challenging FOPP/control advertisement) and then a pair of food products from the same category: an unhealthy product featuring an FOPP (nutrient content claim/sports celebrity endorsement) and a healthier control product with no FOPP. SETTING: Australia. PARTICIPANTS: A total of 1,269 Australian-based parents of children aged 5-12 years recruited from an online panel. MAIN OUTCOME MEASURES: Parents nominated which product they would prefer to buy and which they thought was healthier, then rated the unhealthy product and FOPP on various characteristics. ANALYSIS: Differences between advertisement conditions were assessed using logistic regression (product choice tasks) and analysis of variance tests (ratings of unhealthy product and FOPP). RESULTS: Compared with parents who saw a control advertisement, parents who saw a counter-advertisement perceived unhealthy products featuring FOPPs as less healthy, expressed weaker intentions for buying such products, and were more likely to read the nutrition facts panel before nominating choices (all P < .001). CONCLUSIONS AND IMPLICATIONS: Counter-advertising may help reduce the misleading influence of unhealthy food marketing and improve the accuracy of parents' evaluations of how nutritious promoted food products are.
Division: Cancer Research Division
DOI: 1016/j.jneb.2014.05.008
URI: http://researchpubs.cancercouncil.com.au/cancercounciljspui/handle/1/1712
Appears in Collections:Research Articles

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