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October 27, 2018

Topic: Influence of Cartoon Media Characters on Children’s Attention to and Preference for Food and Beverage Products

Purpose of study

Unhealthy foods are mostly attributed to causing obesity among children as well as other related diseases. Over consuming the foods and drinks can lead to catalyzed changes thus the associated diseases (Ogle et al., 2016). Marketing may increase the rate and preference of children's' intakes. The purpose of the study is to examine to determine whether adding well known, authorized and licensed media personalities to healthy foods shift preferences. The change of choice to healthy eating amongst children will lead to decreased obesity occurrences as well as other diseases.

Comment: the objective and aim of the study are in line with the topic thus its research can lead to the ultimate goal. However, the problem is not commonly identifiable to the general public and the research insights about the influence of marketing on children food choices.

Hypotheses or Questions for Research

H1: The research tested that children prefer less healthy foods compared to healthy foods and pay more attention to products with media characters irrespective of the nutritional value of the food

Ho: The research tested that children prefer healthy foods and drinks when media characters are present compared to when absent.

Comment: the hypothesis is in line the aim of the research and limited to the researcher's capabilities.

Source of Date, Sample and Procedures

Sample Population

The research involved the participation of six to nine-year-old population with the total number of children being 149, their mean age equal to 7.36 years and standard deviation approximately 1.12. The participants were recruited from Twin Cities and MN while the period of research was between 2012 and 2013. The children were shown products side by side via a computer and those who would like food on the right side press the right and those that would like that on the left click left.

Comment:

Empirical Studies on the Topic or Subject

The research review is existing information by examining the influence of media characters in creating attention on foods to children. However, there was no literature review on the quantitative approaches to the visual care generated by the media characters.

Key concepts

Front-of-pack, Food marketing, Children, Licensed characters, Visual attention

Statistical Procedures Used

The technique used was the sampling technique. The attention to products was compared according to the sampled tests. The product of choice was then analyzed with single sample tests. The child's age and sex were also factored in during sampling to determine the interaction effects. Sampling technique though easy to use may be limited as assumptions of unbiased representations are made. Besides, the sampled data may not be an accurate representation of the total population.

Limitations of Study

The research had limitations. One, the children viewed the foods and drinks on a screen and did not have actual interaction with the real products. Moreover, children past experiences with the products was not put into consideration. The number of trials made by the children was too many and could make them fatigued.

Findings and Discussion

Data was gathered, captured and analyzed to determine whether the set hypothesis was right. To the contrary, the research was that the presence of a media character would not increase their preference for that product. This was contrary to the previous research although the differences were small. However, the study found out that younger children aged 6-7 years are attracted more to products with media personality compared to older aged 8-9 years. The second hypothesis was proved correct as children were more attracted to food and drinks with media characters in the advertisements. Marketing should be targeted to achieve the importance depicted by the study.

Conclusions

The results of the study show that licensed media characters can influence and create attention to children. However, their presence may not be enough to persuade them to Influence of Cartoon Media Characters on Children's Attention to and Preference for Food and Beverage Products choose healthier foods over less healthy foods. Besides, the marketing strategies used to influence younger children than older ones. The study Influence of Cartoon Media Characters on Children's Attention to and Preference for Food and Beverage Products also found that every character will have a different impact on the influence created on the product to children (Castonguay et al., 2013)

Other notes

Recommendations

The research should be conducted in a more diverse and wider range of children. The visual abilities and attention of children need to be factored and factored in a while doing the research. The children also need access to actual products rather than pictorial representations.

References

Ogle, A. D., Graham, D. J., Lucas-Thompson, R. G., & Roberto, C. A. (2016). Influence of Cartoon Media Characters on Children's Attention to and Preference for Food and Beverage Products. Journal of the Academy of Nutrition and Dietetics,117(2), 265-270.e2.

Castonguay, J., Kunkel, D., Wright, P., & Duff, C. (2013). Healthy characters? An investigation of marketing practices in children's food advertising. Journal of Nutrition Education and Behavior, 45(6), 571-577.