IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v19y2022i1d10.1007_s12208-021-00287-2.html
   My bibliography  Save this article

The influence of PSA's likeability on children’s intentions to eat healthy food

Author

Listed:
  • Valentina Nicolini

    (University of Verona)

  • Fabio Cassia

    (Department of Business Administration via Cantarane)

Abstract

This paper suggests a model that considers the effects of the children’s attitude toward Public Service Announcements—PSAs (measured through the likeability of PSAs) on their behavioural intention to eat fruits and vegetables. The suggested model was tested through an empirical analysis conducted with children aged 8 to 11 and the data were analysed through partial least squares – structural equation modeling (PLS-SEM) multigroup analysis. The findings indicate that the positive emotions PSAs generate and PSA credibility mediate the effects of the children’s perceived likeability of PSAs on their behavioural intention to eat fruits and vegetables. Overall, understanding the connections between PSA likeability, positive emotions, PSA credibility and behavioural intentions can facilitate the development of further social advertisements aimed at children covering healthy eating. Therefore, the findings of this study are relevant for non-profit organizations, government institutions and advertisers interested in creating effective social messages aimed at children.

Suggested Citation

  • Valentina Nicolini & Fabio Cassia, 2022. "The influence of PSA's likeability on children’s intentions to eat healthy food," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 15-36, March.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00287-2
    DOI: 10.1007/s12208-021-00287-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00287-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-021-00287-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Derbaix, Christian & Pecheux, Claude, 2003. "A New Scale to Assess Children's Attitude toward TV Advertising," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 390-399, December.
    2. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    3. Ebster, Claus & Wagner, Udo & Neumueller, Deniese, 2009. "Children's influences on in-store purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 145-154.
    4. Christian Derbaix & Joël Bree, 1997. "The impact of children's affective reactions elicited by commercials on attitudes toward the advertisement and the brand," Post-Print hal-02048433, HAL.
    5. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
    6. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    7. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    8. Page, Bill & Sharp, Anne & Lockshin, Larry & Sorensen, Herb, 2018. "Parents and children in supermarkets: Incidence and influence," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 31-39.
    9. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, April.
    10. Thakor, Mrugank V. & Goneau-Lessard, Karine, 2009. "Development of a scale to measure skepticism of social advertising among adolescents," Journal of Business Research, Elsevier, vol. 62(12), pages 1342-1349, December.
    11. Hu Xie & Elizabeth A. Minton & Lynn R. Kahle, 2016. "Cake or fruit? Influencing healthy food choice through the interaction of automatic and instructed mental simulation," Marketing Letters, Springer, vol. 27(4), pages 627-644, December.
    12. Carter, Owen B.J. & Patterson, Lisa J. & Donovan, Robert J. & Ewing, Michael T. & Roberts, Clare M., 2011. "Children's understanding of the selling versus persuasive intent of junk food advertising: Implications for regulation," Social Science & Medicine, Elsevier, vol. 72(6), pages 962-968, March.
    13. M. Hota & R. Chumpitaz & A. Cousin, 2010. "Can Public-Service Advertising Change Children's Nutrition Habits? The Impact of Relevance and Familiarity," Post-Print hal-00583794, HAL.
    14. Kara Chan & Ting Zhang, 2019. "An exploratory study on perception of celebrity endorsement in public services advertising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 195-209, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    2. Pragya Keshari & Sangeeta Jain, 2016. "Effect of Age and Gender on Consumer Response to Advertising Appeals," Paradigm, , vol. 20(1), pages 69-82, June.
    3. Murooj Yousef & Timo Dietrich & Sharyn Rundle-Thiele, 2021. "Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media," IJERPH, MDPI, vol. 18(11), pages 1-19, June.
    4. Diandian Xiang & Leinan Zhang & Qiuyan Tao & Yonggui Wang & Shuang Ma, 2019. "Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1046-1063, November.
    5. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    6. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    7. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    8. van Reijmersdal, Eva A. & Rozendaal, Esther & Buijzen, Moniek, 2012. "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 33-42.
    9. Claeys, An-Sofie & Cauberghe, Verolien, 2014. "What makes crisis response strategies work? The impact of crisis involvement and message framing," Journal of Business Research, Elsevier, vol. 67(2), pages 182-189.
    10. Tafani, Eric & Roux, Elyette & Greifeneder, Rainer, 2018. "In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials," Journal of Business Research, Elsevier, vol. 84(C), pages 125-140.
    11. Mahsa Akbari, 2015. "Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products," Global Business Review, International Management Institute, vol. 16(3), pages 478-493, June.
    12. Mingzhou Yu & Fang Liu & Julie Anne Lee, 2019. "Consumers’ responses to negative publicity: the influence of culture on information search and negative word-of-mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 141-156, March.
    13. Page, Bill & Sharp, Anne & Lockshin, Larry & Sorensen, Herb, 2019. "Using the Eyberg Child Behaviour Inventory to investigate Pester Power," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 265-271.
    14. Tobias Benjamin Scholz & Sven Pagel & Jörg Henseler, 2023. "Shopping Companions and Their Diverse Impacts: A Systematic Annotated Bibliography," SAGE Open, , vol. 13(4), pages 21582440231, December.
    15. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    16. Danilo Soares‐Silva & Gustavo Hermínio Salati Marcondes de Moraes & Alexandre Cappellozza & Cristiano Morini, 2020. "Explaining library user loyalty through perceived service quality: What is wrong?," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 71(8), pages 954-967, August.
    17. Hota, Monali & Bartsch, Fabian, 2019. "Consumer socialization in childhood and adolescence: Impact of psychological development and family structure," Journal of Business Research, Elsevier, vol. 105(C), pages 11-20.
    18. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    19. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    20. Al-Baraa Abdulrahman Al-Mekhlafi & Ahmad Shahrul Nizam Isha & Nicholas Chileshe & Mohammed Abdulrab & Anwar Ameen Hezam Saeed & Ahmed Farouk Kineber, 2021. "Modelling the Relationship between the Nature of Work Factors and Driving Performance Mediating by Role of Fatigue," IJERPH, MDPI, vol. 18(13), pages 1-17, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00287-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.