PDF(Pubmed)
Abstract：
OBJECTIVE: Children\'s exposure to unhealthy food marketing contributes to poor diets by influencing the foods that children like, request, buy and consume. This study aimed to use confirmatory mediational analyses to test a hypothetical model of marketing effects, to better understand the mechanisms behind food marketing\'s impacts on children.
METHODS: Children responded to a cross-sectional online survey about their attitudes towards, and purchase and consumption behaviours of, ten frequently promoted food/beverage brands and their media use. Structural equation modelling tested a priori potential pathways for the effects of food marketing exposure on children\'s diets.
METHODS: 10-16-year-old children (n 400).
METHODS: Australia.
RESULTS: There was a significant positive correlation between children\'s commercial screen media use and their attitudes towards brands (related to perceived social norms) and their brand purchasing behaviours, including their own purchases and requests to parents. The use of strategies to avoid advertising in commercial screen media reduced but did not remove the association between media use and brand purchases. Other brand exposures (on clothing, outdoor advertising, sponsorships) had a positive association with children\'s perceived social norms about brands and their brand purchases and requests. Non-commercial screen media use was not associated with any brand-related outcomes.
CONCLUSIONS: Commercial screen media use and other brand exposures were strongly positively associated with children\'s perceptions and purchasing behaviours of frequently marketed food/beverages. Regulations to restrict children\'s exposures to food marketing on-screen and through other media are required to reduce the effect of marketing exposure on children\'s food purchasing behaviours.
METHODS: Children responded to a cross-sectional online survey about their attitudes towards, and purchase and consumption behaviours of, ten frequently promoted food/beverage brands and their media use. Structural equation modelling tested a priori potential pathways for the effects of food marketing exposure on children\'s diets.
METHODS: 10-16-year-old children (n 400).
METHODS: Australia.
RESULTS: There was a significant positive correlation between children\'s commercial screen media use and their attitudes towards brands (related to perceived social norms) and their brand purchasing behaviours, including their own purchases and requests to parents. The use of strategies to avoid advertising in commercial screen media reduced but did not remove the association between media use and brand purchases. Other brand exposures (on clothing, outdoor advertising, sponsorships) had a positive association with children\'s perceived social norms about brands and their brand purchases and requests. Non-commercial screen media use was not associated with any brand-related outcomes.
CONCLUSIONS: Commercial screen media use and other brand exposures were strongly positively associated with children\'s perceptions and purchasing behaviours of frequently marketed food/beverages. Regulations to restrict children\'s exposures to food marketing on-screen and through other media are required to reduce the effect of marketing exposure on children\'s food purchasing behaviours.
摘要：
目标：儿童接触不健康食品营销会影响儿童喜欢的食物，从而导致不良饮食。request,购买和消费。本研究旨在使用验证性中介分析来测试营销效果的假设模型，更好地了解食品营销对儿童影响背后的机制。
方法：儿童对关于他们的态度的横断面在线调查做出了回应，以及购买和消费行为，10个经常推广的食品/饮料品牌，和他们的媒体使用。结构方程模型测试了食品营销暴露对儿童饮食影响的先验潜在途径。
方法：10-16岁儿童（n400）。
方法：澳大利亚。
结果：儿童的商业屏幕媒体使用与他们对品牌的态度（与感知的社会规范有关）和他们的品牌购买行为之间存在显著正相关，包括他们自己的购买和对父母的要求。避免在商业屏幕媒体上做广告的策略的使用减少了，但并未消除媒体使用与品牌购买之间的关联。其他品牌曝光(在服装上，户外广告,赞助)与儿童对品牌及其品牌购买和要求的社会规范有着积极的联系。非商业屏幕媒体的使用与任何品牌相关的结果无关。
结论：商业屏幕媒体使用和其他品牌暴露与儿童对经常销售的食品/饮料的认知和购买行为呈正相关。为了减少市场暴露对儿童食品购买行为的影响，需要制定限制儿童在屏幕上和通过其他媒体进行食品营销的法规。
方法：儿童对关于他们的态度的横断面在线调查做出了回应，以及购买和消费行为，10个经常推广的食品/饮料品牌，和他们的媒体使用。结构方程模型测试了食品营销暴露对儿童饮食影响的先验潜在途径。
方法：10-16岁儿童（n400）。
方法：澳大利亚。
结果：儿童的商业屏幕媒体使用与他们对品牌的态度（与感知的社会规范有关）和他们的品牌购买行为之间存在显著正相关，包括他们自己的购买和对父母的要求。避免在商业屏幕媒体上做广告的策略的使用减少了，但并未消除媒体使用与品牌购买之间的关联。其他品牌曝光(在服装上，户外广告,赞助)与儿童对品牌及其品牌购买和要求的社会规范有着积极的联系。非商业屏幕媒体的使用与任何品牌相关的结果无关。
结论：商业屏幕媒体使用和其他品牌暴露与儿童对经常销售的食品/饮料的认知和购买行为呈正相关。为了减少市场暴露对儿童食品购买行为的影响，需要制定限制儿童在屏幕上和通过其他媒体进行食品营销的法规。
