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Targeting children, reaching the family. Can child-targeted persuasive retail communication persuade children and parents to opt for suboptimal food?

This project will examine how suboptimal food can be promoted among children (6-12 years), as they have a major influence on family consumption patterns. The effectiveness of hedonic, gain and normative framed messages in the retail environment will be tested among children. In addition, we will examine how these children influence their household through pester power and reverse socialization.

Date:1 Jan 2022 →  Today
Keywords:sustainable consumption, Suboptimal food, parent-child communication, food waste
Disciplines:Consumer behaviour, Communication management, Media and communication policy, Marketing channels and retailing, Household behaviour and family organisations