Is Forbidden Fruit Sweeter?

Zusammenfassung eines Beitrags der Universität Siegen und von Shoppermetrics für die International Conference on Research in Advertising 2011. In dem Beitrag werden erste Ergebnisse eines gemeinsamen Forschungsprojekts zum Kaufverhalten von Kindern vorgestellt.

Is Forbidden Fruit Sweeter? The Influence of Verbal Warnings About the Health Risks of Drinks on Children’s Consumption Decisions

von Gunnar Mau, Celina Steffen, Hanna Schramm-Klein und Sascha Steinmann

When it comes to food and drink, it is particularly debatable whether children have the cognitive abilities and experience to distinguish between healthy and unhealthy food choices. In light of this, health warnings have been discussed, but their effect on the children’s purchase decision process has scarcely been explored until now. The effect of a warning on the choice of drink of N = 108 school children aged between nine and eleven was examined in an experimental design with the factors brand (popular vs. unpopular brand) and warning (warning vs. no warning). A warning resulted in children choosing an unpopular brand less frequently if warned about the health risks than if there was no warning. However, the warning did not have a significant impact on the choice of a popular brand.

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