Feeding children's desires? Child and parental perceptions of food promotion to the “under 8s”

Shaun Powell, Stephanie Langlands, Christopher Alan Dodd

Research output: Contribution to journalArticle

Abstract

Purpose – Extant research downplays the influence of children under the age of eight on food-related decision making and consumption within families. This paper seeks to address this issue. Design/methodology/approach – Utilising novel techniques to elicit responses, the research employed focus group and interviews of a sample of children aged between three and eight years and a sample of their parents. Findings – The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3-8 year age group have little/less influence on purchasing food. Originality/value – This research offers a number of contributions in that it presents the views of both children and parents, and uses novel techniques through visual representations of feelings and emotions to elicit findings.
Original languageEnglish
Pages (from-to)96-109
Number of pages14
JournalYoung Consumers
Volume12
Issue number2
DOIs
Publication statusPublished - 2011

Fingerprint

Food
Age groups
Purchasing
Emotion
Food consumption
Decision making
Design methodology
Focus groups

Cite this

@article{3fdd02b2c9e344f884dd1e0a8fe8dc57,
title = "Feeding children's desires? Child and parental perceptions of food promotion to the “under 8s”",
abstract = "Purpose – Extant research downplays the influence of children under the age of eight on food-related decision making and consumption within families. This paper seeks to address this issue. Design/methodology/approach – Utilising novel techniques to elicit responses, the research employed focus group and interviews of a sample of children aged between three and eight years and a sample of their parents. Findings – The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3-8 year age group have little/less influence on purchasing food. Originality/value – This research offers a number of contributions in that it presents the views of both children and parents, and uses novel techniques through visual representations of feelings and emotions to elicit findings.",
author = "Shaun Powell and Stephanie Langlands and Dodd, {Christopher Alan}",
year = "2011",
doi = "10.1108/17473611111141560",
language = "English",
volume = "12",
pages = "96--109",
journal = "Young Consumers",
issn = "1747-3616",
publisher = "Emerald Publishing Limited",
number = "2",

}

Feeding children's desires? Child and parental perceptions of food promotion to the “under 8s”. / Powell, Shaun; Langlands, Stephanie; Dodd, Christopher Alan.

In: Young Consumers, Vol. 12, No. 2, 2011, p. 96-109.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Feeding children's desires? Child and parental perceptions of food promotion to the “under 8s”

AU - Powell, Shaun

AU - Langlands, Stephanie

AU - Dodd, Christopher Alan

PY - 2011

Y1 - 2011

N2 - Purpose – Extant research downplays the influence of children under the age of eight on food-related decision making and consumption within families. This paper seeks to address this issue. Design/methodology/approach – Utilising novel techniques to elicit responses, the research employed focus group and interviews of a sample of children aged between three and eight years and a sample of their parents. Findings – The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3-8 year age group have little/less influence on purchasing food. Originality/value – This research offers a number of contributions in that it presents the views of both children and parents, and uses novel techniques through visual representations of feelings and emotions to elicit findings.

AB - Purpose – Extant research downplays the influence of children under the age of eight on food-related decision making and consumption within families. This paper seeks to address this issue. Design/methodology/approach – Utilising novel techniques to elicit responses, the research employed focus group and interviews of a sample of children aged between three and eight years and a sample of their parents. Findings – The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3-8 year age group have little/less influence on purchasing food. Originality/value – This research offers a number of contributions in that it presents the views of both children and parents, and uses novel techniques through visual representations of feelings and emotions to elicit findings.

U2 - 10.1108/17473611111141560

DO - 10.1108/17473611111141560

M3 - Article

VL - 12

SP - 96

EP - 109

JO - Young Consumers

JF - Young Consumers

SN - 1747-3616

IS - 2

ER -