How to enhance the impact of actions against obesity? The identification of persuasion levers suitable for children

Renforcer l’efficacité des actions de lutte contre l’obésité. Vers l’identification de leviers de persuasion spécifiques aux enfants

Pascale Ezan (), Mathilde Gollety (), Guichard N. and Valérie Hémar-Nicolas ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Mathilde Gollety: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Valérie Hémar-Nicolas: RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay

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Abstract: TV advertising targeting children is often accused of encouraging children's obesity. This article contributes to showing how success key factors observed in advertisements could be used to teach children healthy eating habits. Through a study conducted among both advertisers and children, this research points out that nutritional information has no significant impact on children. However, it highlights that the ad elements of execution are all the more important that they are easily imparted within the peer group.

Keywords: Child; Obesity; TV advertising; Social marketing; Enfant; Obésité; Publicité télévisée; Marketing social (search for similar items in EconPapers)
Date: 2014
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Published in Décisions Marketing, 2014, 73, 14 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02019299

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