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Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging

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  • Christine Mulligan

    (Department of Nutritional Sciences, University of Toronto, Toronto, ON M5S 1A8, Canada)

  • Monique Potvin Kent

    (School of Epidemiology and Public Health, Faculty of Medicine, University of Ottawa, Ottawa, ON K1H 8M5, Canada)

  • Laura Vergeer

    (Department of Nutritional Sciences, University of Toronto, Toronto, ON M5S 1A8, Canada)

  • Anthea K. Christoforou

    (Department of Nutritional Sciences, University of Toronto, Toronto, ON M5S 1A8, Canada)

  • Mary R. L’Abbé

    (Department of Nutritional Sciences, University of Toronto, Toronto, ON M5S 1A8, Canada)

Abstract

There is no standardized or validated definition or measure of “child-appeal” used in food and beverage marketing policy or research, which can result in heterogeneous outcomes. Therefore, this pilot study aimed to develop and validate the child-appealing packaging (CAP) coding tool, which measures the presence, type, and power of child-appealing marketing on food packaging based on the marketing techniques displayed. Children (n = 15) participated in a mixed-methods validation study comprising a binary classification (child-appealing packaging? Yes/No) and ranking (order of preference/marketing power) activity using mock breakfast cereal packages (quantitative) and focus group discussions (qualitative). The percent agreement, Cohen’s Kappa statistic, Spearman’s Rank correlation, and cross-classification analyses tested the agreement between children’s and the CAP tool’s evaluation of packages’ child-appeal and marketing power (criterion validity) and the content analysis tested the relevance of the CAP marketing techniques (content validity). There was an 80% agreement, and “moderate” pairwise agreement (κ [95% CI]: 0.54 [0.35, 0.73]) between children/CAP binary classifications and “strong” correlation ( r s [95% CI]: 0.78 [0.63, 0.89]) between children/CAP rankings of packages, with 71.1% of packages ranked in the exact agreement. The marketing techniques included in the CAP tool corresponded to those children found pertinent. Pilot results suggest the criterion/content validity of the CAP tool for measuring child-appealing marketing on packaging in accordance with children’s preferences.

Suggested Citation

  • Christine Mulligan & Monique Potvin Kent & Laura Vergeer & Anthea K. Christoforou & Mary R. L’Abbé, 2021. "Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging," IJERPH, MDPI, vol. 18(9), pages 1-23, April.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:9:p:4769-:d:546544
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    References listed on IDEAS

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    1. Marcela Reyes & Lindsey Smith Taillie & Barry Popkin & Rebecca Kanter & Stefanie Vandevijvere & Camila Corvalán, 2020. "Changes in the amount of nutrient of packaged foods and beverages after the initial implementation of the Chilean Law of Food Labelling and Advertising: A nonexperimental prospective study," PLOS Medicine, Public Library of Science, vol. 17(7), pages 1-37, July.
    2. Charlene Elliott & Natalie V. Scime, 2019. "Nutrient Profiling and Child-Targeted Supermarket Foods: Assessing a “Made in Canada” Policy Approach," IJERPH, MDPI, vol. 16(4), pages 1-12, February.
    3. Christine Mulligan & Monique Potvin Kent & Anthea K. Christoforou & Mary R. L’Abbé, 2020. "Inventory of marketing techniques used in child-appealing food and beverage research: a rapid review," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 65(7), pages 1045-1055, September.
    4. Drew D. Bowman & Leia M. Minaker & Bonnie J. K. Simpson & Jason A. Gilliland, 2019. "Development of a Teen-Informed Coding Tool to Measure the Power of Food Advertisements," IJERPH, MDPI, vol. 16(21), pages 1-19, November.
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