ADVERTISEMENT INFUENCE TO CHILDREN PERCEPTION OF UNHEALTHY FOOD: WARNING RECORDS AND CREDENCE CLAIMS
Abstract
In the paper the impact of warning records and credence claims in advertisements on children’s perceptions of fast food products as a high-calorie and micronutrient junk food is discussed. Children and adolescents are the most frequent visitors to fast-food restaurants, and more positively, rather than adults, react to marketing stimuli. In the survey some promotional images of fast food products containing warning records and/or credence claims were suggested toNovosibirsksecondary schools students for estimation. Based on chi-squared Pearson test it was found that depending on age of children and adolescents differently perceive fast-food and respond to the presence or absence of either type of records in advertisements. It was revealed that the child’s desire to buy the advertised fast food is determined more by the logo visualization and advertising impressions than by the brands awareness.
About the Authors
M. E. Tsoy
Novosibirsk State Technical University
Russian Federation
Tsoy Marina E., PhD in Economics, Associate Professor, Head of the Department of Marketing and Service
Russian Federation
Tsoy Marina E., PhD in Economics, Associate Professor, Head of the Department of Marketing and Service
V. Yu. Shchekoldin
Novosibirsk State Technical University
Russian Federation
Shchekoldin Vladislav Yu., Candidate of Technical Sciences, Associate Professor, Department of Marketing and Service
Russian Federation
Shchekoldin Vladislav Yu., Candidate of Technical Sciences, Associate Professor, Department of Marketing and Service
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Review
For citations:
Tsoy M.E., Shchekoldin V.Yu. ADVERTISEMENT INFUENCE TO CHILDREN PERCEPTION OF UNHEALTHY FOOD: WARNING RECORDS AND CREDENCE CLAIMS. Vestnik NSUEM. 2016;(2):303-315. (In Russ.)
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