Remember Me? Exposure to Unfamiliar Food Brands in Television Advertising and Online Advergames Drives Children’s Brand Recognition,Attitudes, and Desire to Eat Foods: A Secondary Analysis from a Crossover Experimental-Control Study with Randomization at the Group Level

BackgroundLimitations in current Australian regulatory provisions may be identified by demonstrating the effect of different marketing methods on children’s recognition and attitudes toward unhealthy food brands.ObjectiveTo investigate how exposure to different marketing techniques from television (TV) and online food advertising affects children’s brand recall, recognition, and attitudinal responses toward brands and brand consumers and children’s desire to eat the advertised products.DesignSecondary analysis of data from a crossover experimental-control study.Participants/settingIn all, 154 children (7 to 12 years) completed the study, conducted at four 6-day holiday camps from April 2016 to January 2017 in New South Wales, Australia. Children were assigned to a single-media (n=76) or multiple-media (n=78) condition.InterventionAll children viewed 10 TV food advertisements in a cartoon on three occasions. For one of the brands, one set of children additionally played online “advergames” featuring the brand.Main outcome measuresChildren’s recognition and attitudes toward brands and brand consumers and children’s desire to eat the product were reported via a brand recognition and attitude survey pre- and postintervention. Marketing techniques were categorized.Statistical analysisPre- and postintervention brand recognition and relationships between brand recognition and attitudes by media condition and desire to eat the product were examined using generalized linear mixed models and linear mixed models.ResultsThere was a significant increase in the number of brands recognized postexposure by children in both media groups (mean difference=3.8, P<0.0001). The majority of brands appealed to children. Children who reported wanting to eat the advertised products rated brands more positively than children who did not express a desire to eat the products. A larger proportion of children who played the advergames (36%) rated brand consumers as “cool” than children who viewed the TV advertisements only (19%) (P<0.001). Anti-adult themes, fun and humor, and parent pleasing were techniques unique to some of the most recognized and favored advertisements.ConclusionsThe marketing communications increased children’s brand recognition and elicited positive attitudinal responses. These findings indicate a need for policy makers to consider additional regulations to protect children from the persuasive influence of unhealthy food advertising.     

An empirical analysis of ethical and professional issues in physicians’ advertising: A comparative cross-sectional study

ABSTRACT

The purpose of this study is to investigate current attitudes and opinions of physicians’ advertising and to compare them to the attitudes expressed 10 years previously. This study was designed to determine (a) consumers’ attitudes toward advertising by physicians, and (b) whether age, occupation, income, education, or sex of consumer accounted for any significant difference in attitudes toward physicians who advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing do not have a place in the management and operation of professional services.     

The Role of Endorsers,Framing, and Rewards on the Effectiveness of Dietary Supplement Advertisements

This study examined the effects of endorsers, message framing, and rewards on consumers’ responses toward dietary supplement advertisements in terms of ad liking and ad believability, attitude toward the advertisement, attitude toward the brand, and behavioral intention. The results of 2 × 2 × 2 factorial design show that viewers respond differently to different types of endorser, message framing, and rewards. Rewards have moderate influences on consumers’ ad liking when combined with different framed messages and endorsers. Endorsers, message framing, and rewards are interrelated; it is notable that respondents express more ad liking when celebrity endorser, positive framing, and extrinsic reward are used in combination. The authors found that ad liking and ad believability have an effect on attitude toward the advertisement and the brand. In addition, the authors found that (a) attitude toward the advertisement has relations with attitude toward the brand and behavioral intention and (b) attitude toward the brand has a significant influence on behavioral intention. These results can also be useful for marketers with regard to developing and implementing their marketing activities to specific customer segment.     

Targeting Hispanic adolescents with outdoor food & beverage advertising around schools

Objectives: Although some research has focused on the food environment and food marketing, little has examined outdoor food and beverage (FB) advertising, particularly its relationship to the Hispanic composition in schools. Therefore, the purpose of this study was to determine if the prevalence of outdoor FB advertising was greater around middle and high schools with a majority Hispanic population as compared to schools with a lower Hispanic population.

Design: All FB advertisements located within a half-mile of 47 schools in Central Texas were documented. Advertisements were coded as free standing or on establishments. Advertisements were coded for theme including price (emphasizing price) and deals/value meals (promoting discounted price/meal deals). These two themes were combined to create an overall price promotion variable. In order to determine if the prevalence of FB advertising varied by the Hispanic composition of the students in the school, data from the Texas Education Agency was used to create a variable which dichotomized the schools into two groups: schools that reported ≥60% Hispanic students or ‘Hispanic schools’ (n?=?21) and schools that reported <60% Hispanic students or ‘non-Hispanic schools’ (n?=?26). Linear regression analyses were conducted to determine if the prevalence of outdoor FB advertising was greater around Hispanic schools as compared to non-Hispanic schools.

Results: Hispanic schools had more overall outdoor FB advertisements as compared to non-Hispanic schools (p?=?0.02). Similarly, we found significantly more outdoor FB establishment (p?=?0.02) and price promotion (p?=?0.05) around Hispanic schools as compared to non-Hispanic schools. Differences in freestanding advertisements by school type approached significance (p?=?0.07) with Hispanic schools having more freestanding FB advertisements on average.

Conclusion: Further research is needed that documents the content of these advertisements and determines the extent to which these advertisements affect Hispanic and other racial/ethnic minority youth’s attitudes and behaviors toward the consumption of these products.     

Making sense of YouTubers: how Swedish children construct and negotiate the YouTuber Misslisibell as a girl celebrity

When children use the Internet, they commonly choose to watch their favorite YouTubers. In this article, we aim to deepen the understanding of how children make sense of YouTubers as a phenomenon, and the role of microcelebrities in children’s everyday life. The study is based on group interviews with 9- and 12-year-old Swedish children, and pays specific attention to how they make sense of the video “?Pin up tutorial (JFR.SE)?,” produced by the YouTuber Misslisibell. In the analysis, we explore how the children construct and negotiate Misslisibell as celebrity, celebrity endorser, and young girl. Particularly salient were children’s negotiations around the YouTuber’s celebrity status, children’s normative discussions around Misslisibell’s YouTube practices related to her young age, and children’s various interpretations of the video as advertising, “tips,” and as a space for learning. These multifaceted and sometimes contradictive ways of making sense show the multiplicity of meanings YouTubers have for children.     

Misrepresenting Health Conditions Through Fabrication and Exaggeration: An Adaptation and Replication of the False Alarm Effect

This article reports on a series of studies of the false alarm effect (FAE), suggesting that individuals’ perceptions that relational partners are fabricating and exaggerating their health conditions are negatively associated with perceptions of health condition credibility, which in turn are associated with decreases in individuals’ protective behaviors and attitudes. In Study One (N = 216), we took a mixed-methods approach to test an initial model predicting that health condition credibility mediates associations between individuals’ perceptions that partners are fabricating and exaggerating and the extent to which individuals provide support, seek information about the condition, feel efficacious in their ability to assist partners, and believe that the condition is serious. We also analyzed open-ended responses to parse the source(s) of credibility lost when individuals believe partners are fabricating and exaggerating their health conditions. We found that they express doubt not only about the credibility of the health condition itself, but also about their partner’s credibility in terms of trustworthiness. We then refined our conceptual model to account for these two sources of credibility and tested it with a path model in a second study utilizing a nationally representative sample (N = 508). Results supported our hypotheses. We discuss the implications of this research for how people present themselves as ill in personal relationships, and what happens when these presentations are unconvincing.     

Consumer knowledge and attitudes about genetically modified food products and labelling policy

Abstract

The purpose of this study was to examine the relationship between consumer knowledge, attitudes and behaviours towards foods containing genetically modified organisms (GMOs) and the prevalence of GMO labelling in northern New Jersey supermarkets. This cross-sectional study surveyed 331 adults, New Jersey supermarket customers (mean age 26 years old, 79.8% women). The results show a strong, positive correlation between consumer attitudes towards foods not containing GMOs and purchasing behaviour (Pearson’s r?=?0.701, p?<?0.001) with lesser correlations between knowledge and behaviour (Pearson’s r?=?0.593, p?<?0.001) and knowledge and attitudes (Pearson’s r?=?0.413, p?<?0.001). GMO labelling would assist consumers in making informed purchase decisions.     

COVID-19 vaccine perceptions and uptake in a national prospective cohort of essential workers

IntroductionIn a multi-center prospective cohort of essential workers, we assessed knowledge, attitudes, and practices (KAP) by vaccine intention, prior SARS-CoV-2 positivity, and occupation, and their impact on vaccine uptake over time.MethodsInitiated in July 2020, the HEROES-RECOVER cohort provided socio-demographics and COVID-19 vaccination data. Using two follow-up surveys approximately three months apart, COVID-19 vaccine KAP, intention, and receipt was collected; the first survey categorized participants as reluctant, reachable, or endorser.ResultsA total of 4,803 participants were included in the analysis. Most (70%) were vaccine endorsers, 16% were reachable, and 14% were reluctant. By May 2021, 77% had received at least one vaccine dose. KAP responses strongly predicted vaccine uptake, particularly positive attitudes about safety (aOR = 5.46, 95% CI: 1.4–20.8) and effectiveness (aOR = 5.0, 95% CI: 1.3–19.1). Participants’ with prior SARS-CoV-2 infection were 22% less likely to believe the COVID-19 vaccine was effective compared with uninfected participants (aOR 0.78, 95% CI: 0.64–0.96). This was even more pronounced in first responders compared with other occupations, with first responders 42% less likely to believe in COVID-19 vaccine effectiveness (aOR = 0.58, 95% CI 0.40–0.84). Between administrations of the two surveys, 25% of reluctant, 56% reachable, and 83% of endorser groups received the COVID-19 vaccine. The reachable group had large increases in positive responses for questions about vaccine safety (10% of vaccinated, 34% of unvaccinated), and vaccine effectiveness (12% of vaccinated, 27% of unvaccinated).DiscussionOur study demonstrates attitudes associated with COVID-19 vaccine uptake and a positive shift in attitudes over time. First responders, despite potential high exposure to SARS-CoV-2, and participants with a history of SARS-CoV-2 infection were more vaccine reluctant.ConclusionsPerceptions of the COVID-19 vaccine can shift over time. Targeting messages about the vaccine’s safety and effectiveness in reducing SARS-CoV-2 virus infection and illness severity may increase vaccine uptake for reluctant and reachable participants.     

Advertising Placement in Digital Game Design Influences Children’s Choices of Advertised Snacks: A Randomized Trial

BackgroundChildren are inhabitants of a media-rich environment rife in extensive, sophisticated, and persistent techniques that are used to market unhealthy food. Exposure is known to influence children’s attitudes, choices, and consumption, yet further research is required to explore the influence of contemporary techniques within online games.ObjectiveTo explore the influence of modern advertising on children’s attitudes, choices, and consumption, techniques (ie, banner advertising, advergame, and rewarded video advertising) were used to promote an unfamiliar confectionery brand within an online game.DesignA between-subjects randomized experimental study.Participants/settingChildren (aged 7 to 12 years [n=156]) were recruited in New South Wales, Australia, between September and November 2017.InterventionChildren were required to play a 4-minute online game, complete some questionnaires, and choose one snack to consume afterward. Children were randomly assigned to one of four conditions: a control group with no advertising, and three experimental conditions that promoted an unfamiliar confectionery brand via a banner advertisement, advergame, or rewarded video advertisement.Main outcome measuresQuestionnaires included the assessment of attitudes to the test brand before and after the game, enjoyment of the game, and children’s awareness of advertising. Food choice was recorded and food consumption was measured by weighing the snack in grams, which was translated into kilocalories.Statistical analyses performedStatistical tests included analyses of variance, Kruskal-Wallis test, and χ² test.ResultsAttitudes toward the perception of fun (P=0.06) and taste (P=0.21) of the test brand were not influenced by condition. Children who were exposed to the rewarded video advertising chose the test brand significantly more than children in the other three conditions (P<0.002). Condition did not influence overall energy intake measured in grams (P=0.78) or kilocalories (P=0.46).ConclusionsChildren’s choice of the test brand was significantly influenced by the rewarded video advertising condition (compared with control, banner advertising, and advergame conditions). This technique is prevalent across online and application games that children play yet the effects of using rewarded video advertising to promote food brands have not been explored from a public health perspective. This study contributes to the understanding of modern strategies used to market unhealthy foods to children.     

Designing and evaluating a health education session on respiratory infections addressed to caregivers of children under three years of age attending day-care centres in Porto,Portugal: A community-based intervention

Background: Acute respiratory infections (ARI) are common in children, increasing the pressure on clinicians to prescribe antibiotics and affecting public health

Objectives: This study aimed to design a health education session (HES) for caregivers of children, and to evaluate its effects on caregivers’ needs, as well as on their knowledge and attitudes concerning ARI.

Methods: A generalized model of developing, implementing and evaluating a community-based intervention was followed, including caregivers of children under three years of age. Caregivers were randomly distributed into an intervention group (IG) (n?=?41) and a control group (CG) (n?=?51) and the HES was administered to the IG. The caregivers’ needs as well as knowledge of and attitudes to ARI were evaluated in both groups, before (M0) and two months after the HES (M1).

Results: At M0 the caregivers from both groups had ‘some or great need’ about all HES domains; at M1 the caregivers in the IG expressed ‘no or low need’, whereas the CG maintained ‘some or great need’ about all HES domains (0.011 ≤ P?≤?.047). Concerning caregivers’ knowledge of and attitudes to ARI, at M1 there was a higher frequency of caregivers with right answers in the IG than in the CG (IG =7.5?±?1 versus CG =6.0?±?2; P?=?.000). Those differences occurred in domain (e) nasal clearance techniques, revealing a higher percentage of caregivers who used correctly nasal irrigation (P?=?.000), nasal aspirators (0.000 ≤P?≤?.001) and nebulization (P?=?.000) in IG.

Conclusion: The HES met the caregivers’ needs regarding ARI and increased their knowledge and attitudes towards ARI, especially regarding nasal clearance techniques.     

Visual elements in direct-to-consumer advertising: Messages communicated to patients with arthritis

ABSTRACT

Direct-to-consumer (DTC) advertising saturates popular health magazines, communicating persuasive messages to readers that may influence attitudes and behaviors. This research used a two-prong approach to investigate the visual elements used in DTC advertising and their influence on consumers’ understanding of a disease and its treatment options. An analysis was conducted of DTC advertisements (N?=?62) from a population sample of Arthritis Today magazine, 2000–2010. Three panels of people with arthritis were used to validate the findings and discuss implications for health literacy. Pharmaceutical companies have an opportunity to communicate tailored messages to readers of niche publications and improve disease management.     

Relationships between occupational therapy students’ understandings of disability and disability attitudes

Abstract

Background: Entering occupational therapy (OT) students have established beliefs, informed by sociocultural backgrounds. Understanding how students define and understand disability, and the relationships these understandings have to disability bias, can guide curriculum design decisions to integrate meso and macro level perspectives of disability into clinical reasoning.

Aim/Objective: This study’s aim was to explore incoming occupational therapy students’ (n?=?67) understandings of disability and their attitudes towards it.

Material and method: An online survey was used to collect data on students’ attitudes and definitions of disability. Mixed research methods were used to analyze students’ definitions of disability (content analysis) in relation to disability attitudes (Disability Attitudes Implicit Association Test).

Results/Finding: Findings reveal students enter curriculums with vast differences in understandings of people with disabilities and these may provide a basis for and contribute to differences in attitudes of disability.

Conclusions: OT students have established beliefs of disability as individualized or more socially constructed and these influence disability biases.

Significance: Students’ education has considerable influence in shaping attitudes and ways of interacting with people with disability. Understanding students’ assumptions as they enter a program is a first step to evaluate how curriculum design may influence development of student clinical reasoning strategies.     

Accuracy of Information on Printed Over-the-Counter Drug Advertisements

Abstract

Direct-to-consumer drug advertising is a useful medium for educating people and disseminating product information. Consumers make product purchase decisions based on the information gained from advertisements. If advertisements are misleading, consumers may not have adequate drug knowledge to detect this misinformation. The objective of this study was to evaluate print advertisements for over-the-counter (OTC) products. Five clinical pharmacists evaluated print advertisements appearing in three consumer periodicals. Advertisements were selected over a nine month period beginning 1994. Accuracy of information on OTC advertisements was determined based on federal guidelines. Additionally, reviewers identified deficiencies in advertisements that may mislead consumers. According to reviewers, around 50% of advertisements lacked accurate statements. Side effects were indicated on only one advertisement. All advertisements were indicated by reviewers to be more promotional than educational. Reviewers indicated that more than 50% of advertisements lacked information essential for consumers to make an informed choice during self-medication decisions. This study indicates that OTC drug advertisements lack information necessary for consumers to make informed purchase decisions. Inaccurate information and lack of information on side effects could mislead consumers causing harmful adverse events.