Can toy premiums induce healthy eating?

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Toy premiums are a marketing strategy used to promote unhealthy food to children. The research shown in this chapter aimed at seeing if they could be used instead to promote healthy eating habits in children 6-11 years old. As children grow, their appreciation for healthy meals and toys decreases, but their enjoyment of collections increases, and therefore we would expect that at least collectible toy premiums would be effective. The study consisted of presenting children with healthy food paired with a toy premium and measuring children’s attitudes towards healthy food and toy premiums and their purchase intentions of the healthy meal. Results suggest that pairing healthy food with any toy premium is not effective in promoting healthy eating behaviors, the main reason being the initial highly positive attitude towards healthy food.

Original languageEnglish
Title of host publicationToys and Communication
PublisherPalgrave Macmillan
Pages197-213
Number of pages17
ISBN (Electronic)9781137591364
ISBN (Print)9781137591357
DOIs
Publication statusPublished - 1 Jan 2017

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Play and Playthings
toy
premium
eating behavior
food
Food
meals
Feeding Behavior
Meals
eating habits
Marketing
purchase
Healthy Diet
Toys
marketing
Research

Cite this

Ferreira, Carla ; Agante, Luísa. / Can toy premiums induce healthy eating?. Toys and Communication. Palgrave Macmillan, 2017. pp. 197-213
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Can toy premiums induce healthy eating? / Ferreira, Carla; Agante, Luísa.

Toys and Communication. Palgrave Macmillan, 2017. p. 197-213.

Research output: Chapter in Book/Report/Conference proceedingChapter

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