Research paper
Boyland EJ, Harrold JA, Dovey TM, Allison M, Dobson S, Jacobs MC, Halford JC. Food choice and overconsumption: effect of a premium sports celebrity endorser. J Pediatr. 2013;163(2):339-343.
Why we cite it
An experimental study demonstrating that celebrity endorsement in food advertising causes overconsumption in children, not merely brand switching. In 181 UK children (ages 8–11), those who viewed a Walker’s Crisps advertisement featuring Gary Lineker consumed 40% more of the endorsed brand than those who saw an alternative food ad, and 75% more than those who saw a toy ad. Critically, children did not reduce intake of an alternative brand to compensate — the effect was additive, producing net overconsumption. Even viewing the celebrity in a non-food context (as a TV presenter) produced the same effect. This supports the food advertising companion (216): food marketing does not merely redirect existing consumption toward particular brands but increases total intake through associative mechanisms.
DOI: 10.1016/j.jpeds.2013.01.059 · PubMed 23490037 · Publisher
Known defects on this page:
- Most reference pages are missing their About the authors section Most of our reference pages leave out the section about who wrote the paper