Abstract
Food advertising has been frequently accused of causing childhood overweight and obesity.
With advertising exerting ‘modest’ effects on children and more research emerging in the area
of social marketing, a comprehensive, but parsimonious conceptual framework is still
missing. This paper builds upon 50 years of empirical and theoretical research about the
influence of food advertising on children’s food consumption and delineates several
directions for future research through a conceptual framework. The framework concentrates
on cognitive, attitudinal, and behavioural dimensions of children’s consumption of less
healthy foods. By mapping the influence of previously overlooked cognitive abilities, such as
advertising literacy and nutritional knowledge, alongside the influence of advertising and
peers, our conceptual framework provides more comprehensive explanation of children’s
food consumption dynamics. In contrast to previous cumbersome conceptual frameworks, this
framework is also more suitable for direct empirical estimation.
With advertising exerting ‘modest’ effects on children and more research emerging in the area
of social marketing, a comprehensive, but parsimonious conceptual framework is still
missing. This paper builds upon 50 years of empirical and theoretical research about the
influence of food advertising on children’s food consumption and delineates several
directions for future research through a conceptual framework. The framework concentrates
on cognitive, attitudinal, and behavioural dimensions of children’s consumption of less
healthy foods. By mapping the influence of previously overlooked cognitive abilities, such as
advertising literacy and nutritional knowledge, alongside the influence of advertising and
peers, our conceptual framework provides more comprehensive explanation of children’s
food consumption dynamics. In contrast to previous cumbersome conceptual frameworks, this
framework is also more suitable for direct empirical estimation.
| Original language | English |
|---|---|
| Title of host publication | Australia and New Zealand Marketing Academy Conference 2012 Proceedings |
| Editors | Richard Lee |
| Publisher | Australia and New Zealand Marketing Academy Conference |
| Pages | 1-7 |
| Number of pages | 7 |
| ISBN (Print) | 9780646563305 |
| Publication status | Published - 2012 |
| Externally published | Yes |
| Event | Australia and New Zealand Marketing Academy Conference: Sharing the Cup of Knowledge - Adelaide, Australia Duration: 3 Dec 2012 → 5 Dec 2012 |
Conference
| Conference | Australia and New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | ANZMAC 2012 |
| Country/Territory | Australia |
| City | Adelaide |
| Period | 3/12/12 → 5/12/12 |
