Milk, juice, or cola? Exploring the effect of product placement on children’s attitudes and behavior
Abstract
Childhood obesity is a significant public health concern, and scholars and academicians have proposed the use of successful marketing and advertising tactics as a means of influencing healthy behaviors. This research investigates product placement to assess its potential effects on attitudes and behavior when utilized in an animated children’s television show. Results from an experiment suggest that multiple product placements may affect children’s attitudes toward certain drinks, but also suggest that a child’s existing favorite drink is a stronger predictor of actual beverage choice. Implications are provided.
Publication Title
Health Marketing Quarterly
Recommended Citation
Royne, M., Kowalczyk, C., Levy, M., & Fox, A. (2017). Milk, juice, or cola? Exploring the effect of product placement on children’s attitudes and behavior. Health Marketing Quarterly, 34 (2), 128-141. https://doi.org/10.1080/07359683.2016.1275241
