Navigation Links
Celebrity endorsement encourages children to eat junk food

A study by the University of Liverpool has found that celebrity endorsement of a food product encourages children to eat more of the endorsed product. It also found that children were prompted to eat more of the endorsed product when they saw the celebrity on TV in a different context.

Celebrity endorsement is an effective method of creating value, recognition and credibility for a brand, and celebrities are frequently used in television advertising to induce children to try foods. An example of this is former England international soccer player Gary Lineker, now principally a TV sports presenter, who has been endorsing Walker's Crisps since 1995.

The study involved 181 children, aged between 8 and 11 years old, who were asked to watch one of three different adverts or general TV footage (Match of the Day featuring Gary Lineker as the main presenter) embedded within a 20-minute cartoon. The adverts were for Walkers crisps (featuring Gary Lineker as a celebrity endorser), a different snack food or a toy product.

The children were offered two bowls of crisps to eat, one labelled `Walkers' and one labelled `Supermarket' although both bowls actually contained Walkers crisps. The amount of crisps consumed from each bowl by each child was then measured.

The study found that although both bowls contained Walkers crisps, after watching the Gary Lineker advert or the general TV footage of Gary Lineker, the children ate considerably more of the Walkers crisps than the children who watched the other snack food advert or the toy advert.

Dr Emma Boyland, from the Institute of Psychology, Health and Society who led the research, said: "This is the first study to show the powerful effects of celebrity endorsement - in both a TV advertising and a non-food context - on the choice and intake of the endorsed snack product over the same product offered as a non-branded snack item.

"The study demonstrated, for the first time, that the influence of the celebrity extended even further than expected and prompted the children to eat the endorsed product even when they saw the celebrity outside of any actual promotion for the brand. It quantifies the significant influence that the celebrity has over children's brand preferences and actual consumption.

"This research has consequences for the use of celebrities, and in particular sports stars, in advertising unhealthy or High Fat Salt and Sugar (HFSS) products. If celebrity endorsement of HFSS products continues and their appearance in other contexts prompts unhealthy food intake then this would mean that the more prominent the celebrity the more detrimental the effects on children's diets."

The research is published in The Journal of Pediatrics


Contact: Sarah Stamper
University of Liverpool

Related medicine news :

1. As Nationally Featured on CBS Money Watch, Celebrity Doctor Anna Guarna, Is to Co-Author a New Business Book, "Leading the Field"
2. Fitness Celebrity and one of Canada’s Inside Fitness Hot and Fit Women of 2012, Nancy Di Nino, brings her Media Personality to host the Hot & Fit Release Party
3. Celebrity MD Dr. S. Mark McKenna Launches Sleek New Weight Loss App for Women –
4. Announces Prom Dresses 2013 Collection
5. Celebrity Jennifer Nicole Lee Confirms Her 2 Biggest, Most Successful Products in 55th Annual GRAMMY® Celebrity Gift Bags
6. Study Says Timing of Lunch May Impact Weight Loss – Celebrity Beverly Hills Doctor Discusses the Findings
7. TV Fitness Celebrity Forbes Riley Loses 703 Pounds
8. Plastic Surgery up 5% in 2012 - Celebrity Doctor Looks Behind the Numbers
9. Wright & Schulte LLC Encourages Drivers to Review Safe Winter Driving Tips
10. VetDepot Encourages Owners to Include Pets in New Year’s Resolutions
11. Westminster Pediatrician Residents Love Encourages Flu Shots for the Whole Family at Indian Crest Pediatrics
Post Your Comments:
(Date:11/27/2015)... ... November 27, 2015 , ... ... through sharing, the 2016 Building Better Radiology Marketing Programs meeting will ... on Sunday, March 6, 2016, at Caesars Palace in Las Vegas with a ...
(Date:11/27/2015)... ... 2015 , ... Keeping in mind challenges faced by parents ... consultation, has collaborated with a leading web-based marketplace for extra-curricular activities for children ... and bring advice from parenting experts within their reach. As a part of ...
(Date:11/27/2015)... ... November 27, 2015 , ... Avid collector, Andrew Hawley from Vintage Rock Posters, ... posters. This is one of Joplin's most famous and beautiful concert posters. The concert ... Michigan in Ann Arbor. The According to Hawley, "It is hard to believe that ...
(Date:11/26/2015)... , ... November 26, 2015 , ... ... real-time eReferral system for diagnostic imaging in the Waterloo region. Using the Ocean ... Nuclear Medicine tests directly from their electronic medical record (EMR) without the need ...
(Date:11/26/2015)... ... November 26, 2015 , ... PRMA Plastic Surgery is updating ... our surgeons performed their 6,000th free flap breast reconstruction surgery! , “What an accomplishment ... day excited to rebuild lives and it’s an honor to have served all of ...
Breaking Medicine News(10 mins):
(Date:11/26/2015)... DUBLIN , November 26, 2015 ... has announced the addition of the  ... in the European Therapeutic Drug Monitoring ... Forecasts, Competitive Intelligence, Emerging Opportunities"  report ... ) has announced the addition ...
(Date:11/26/2015)... DUBLIN , November 26, 2015 ... of the "Self Administration of High Viscosity ... ) has announced the addition of ... report to their offering. --> ... the addition of the "Self Administration of ...
(Date:11/26/2015)... November 26, 2015 ... the "Radioimmunoassay Market by Type (Reagents ... Industry, Academics, Clinical Diagnostic Labs), Application (Research, ... to 2020" report to their offering. ... the addition of the "Radioimmunoassay Market ...
Breaking Medicine Technology: