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Celebrity endorsement encourages children to eat junk food
Date:3/7/2013

, 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


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Contact: Sarah Stamper
sarah.stamper@liv.ac.uk
44-151-794-3044
University of Liverpool
Source:Eurekalert

Page: 1 2

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