ADVERTISEMENT INFUENCE TO CHILDREN PERCEPTION OF UNHEALTHY FOOD: WARNING RECORDS AND CREDENCE CLAIMS
M.E. Tsoy, V.Yu. Shchekoldin
Novosibirsk State Technical University, Karl Marx ave., 20, Novosibirsk, Novosibirsk Reg., 630073
Keywords: детский маркетинг, реклама, предупреждающие надписи, создающие доверие надписи, children marketing, advertisement, warning records, credence claims
Abstract
In the paper the impact of warning records and credence claims in advertisements on children’s perceptions of fast food products as a high-calorie and micronutrient junk food is discussed. Children and adolescents are the most frequent visitors to fast-food restaurants, and more positively, rather than adults, react to marketing stimuli. In the survey some promotional images of fast food products containing warning records and/or credence claims were suggested to Novosibirsk secondary schools students for estimation. Based on chi-squared Pearson test it was found that depending on age of children and adolescents differently perceive fast-food and respond to the presence or absence of either type of records in advertisements. It was revealed that the child’s desire to buy the advertised fast food is determined more by the logo visualization and advertising impressions than by the brands awareness.
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