Department of Marketing; Department of Communication Studies
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.
Health promotion, advertising execution, persuasion, China, Denmark
Source Publication Title
Journal of International Consumer Marketing
Taylor & Francis
Link to Publisher's Edition
Chan, Kara, Gerard Prendergast, Alice Grønhøj, and Tino Bech-Larsenc. "The role of socializing agents in communicating healthy eating to adolescents: A cross-cultural study." Journal of International Consumer Marketing 23.1 (2010): 59-74.