Document Type

Journal Article

Department/Unit

Department of Marketing; Department of Communication Studies

Language

English

Abstract

A survey was conducted of 386 Danish and Hong Kong adolescents aged 11 to 16. Results showed that the consumption of relatively unhealthy food was common among respondents. Looking at socializing agents, respondents claimed that parents asked them to eat healthy food more often than the government publicity, teachers, or friends. Parents were also perceived as being the most effective source in encouraging them to eat healthy food. Respondents considered news and fear appeals for communicating healthy eating the most effective, while popularity and achievement appeals were considered less effective. There were some gender and age differences in the liking and perceived effectiveness of five advertising appeals. Respondents with higher collectivism scores showed a higher liking and perceived effectiveness of advertising appeals.

Keywords

Health promotion, advertising execution, persuasion, China, Denmark

Publication Date

11-2010

Source Publication Title

Journal of International Consumer Marketing

Volume

23

Issue

1

Start Page

59

End Page

74

Publisher

Taylor & Francis

Peer Reviewed

1

DOI

10.1080/08961530.2011.524578

Link to Publisher's Edition

http://dx.doi.org/10.1080/08961530.2011.524578

ISSN (print)

08961530

ISSN (electronic)

15287068

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