IDEAS home Printed from https://ideas.repec.org/a/cai/rpvedb/rpve_472_0009.html
   My bibliography  Save this article

Enfance, alimentation et publicité : quels rôles pour le marketing ?

Author

Listed:
  • Karine Charry
  • Claude Pecheux

Abstract

This paper investigates a new issue in advertising efficiency in young populations (children), i.e., social marketing campaigns using messages eliciting negative affective reactions in order to convince the child to adopt the proposed behavior. Social Marketing and advertising campaigns using fear (negative affective reactions) in this context are not new topics. However, it is their implementation in children’s population which is new and has not been studied so far. Indeed, many pieces of research have stressed the importance of affective reactions in children responses to marketing stimuli while most of these stressed on positive affective reactions but not on negative ones. In this paper we show how negative affective reactions can be efficient when they are used to promote a balanced diet among children. The results of both qualitative and quantitative studies reported here provide encouraging results in this respect.

Suggested Citation

  • Karine Charry & Claude Pecheux, 2008. "Enfance, alimentation et publicité : quels rôles pour le marketing ?," Reflets et perspectives de la vie économique, De Boeck Université, vol. 0(2), pages 9-17.
  • Handle: RePEc:cai:rpvedb:rpve_472_0009
    as

    Download full text from publisher

    File URL: http://www.cairn.info/load_pdf.php?ID_ARTICLE=RPVE_472_0009
    Download Restriction: free

    File URL: http://www.cairn.info/revue-reflets-et-perspectives-de-la-vie-economique-2008-2-page-9.htm
    Download Restriction: free

    Other versions of this item:

    More about this item

    Keywords

    children; obesity; advertising; social marketing;

    Statistics

    Access and download statistics

    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:cai:rpvedb:rpve_472_0009. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Jean-Baptiste de Vathaire). General contact details of provider: http://www.cairn.info/revue-reflets-et-perspectives-de-la-vie-economique.htm .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.