Feeding children's desires? Child and parental perceptions of food promotion to the “under 8s”

Feeding children's desires? Child and parental perceptions of food promotion to the “under 8s” Purpose – Extant research downplays the influence of children under the age of eight on food‐related decision making and consumption within families. This paper seeks to address this issue. Design/methodology/approach – Utilising novel techniques to elicit responses, the research employed focus group and interviews of a sample of children aged between three and eight years and a sample of their parents. Findings – The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3‐8 year age group have little/less influence on purchasing food. Originality/value – This research offers a number of contributions in that it presents the views of both children and parents, and uses novel techniques through visual representations of feelings and emotions to elicit findings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Feeding children's desires? Child and parental perceptions of food promotion to the “under 8s”

Loading next page...
 
/lp/emerald-publishing/feeding-children-s-desires-child-and-parental-perceptions-of-food-yoSLxH2XFv
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
D.O.I.
10.1108/17473611111141560
Publisher site
See Article on Publisher Site

Abstract

Purpose – Extant research downplays the influence of children under the age of eight on food‐related decision making and consumption within families. This paper seeks to address this issue. Design/methodology/approach – Utilising novel techniques to elicit responses, the research employed focus group and interviews of a sample of children aged between three and eight years and a sample of their parents. Findings – The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3‐8 year age group have little/less influence on purchasing food. Originality/value – This research offers a number of contributions in that it presents the views of both children and parents, and uses novel techniques through visual representations of feelings and emotions to elicit findings.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Jun 14, 2011

Keywords: Children (age groups); Food products; Marketing; Promotional methods; Ethics; Toys

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off