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Can counter-advertising protect spectators of elite sport against the influence of unhealthy food and beverage sponsorship? A naturalistic trial

Author

Listed:
  • Dixon, Helen
  • Scully, Maree
  • Wakefield, Melanie
  • Kelly, Bridget
  • Pettigrew, Simone
  • Chapman, Kathy
  • Niederdeppe, Jeff

Abstract

Unhealthy, energy-dense nutrient-poor foods and beverages are heavily promoted through sport sponsorship. This naturalistic trial assessed whether exposing young adult spectators to various types of counter-advertising (CA) before watching an unhealthy food sponsored elite sporting event could diminish sponsorship effects and increase support for restrictions on sponsorship.

Suggested Citation

  • Dixon, Helen & Scully, Maree & Wakefield, Melanie & Kelly, Bridget & Pettigrew, Simone & Chapman, Kathy & Niederdeppe, Jeff, 2020. "Can counter-advertising protect spectators of elite sport against the influence of unhealthy food and beverage sponsorship? A naturalistic trial," Social Science & Medicine, Elsevier, vol. 266(C).
    • Handle: RePEc:eee:socmed:v:266:y:2020:i:c:s0277953620306341
    DOI: 10.1016/j.socscimed.2020.113415
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    References listed on IDEAS

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    1. Christopher J. Bryan & David S. Yeager & Cintia P. Hinojosa, 2019. "A values-alignment intervention protects adolescents from the effects of food marketing," Nature Human Behaviour, Nature, vol. 3(6), pages 596-603, June.
    2. Tempels, T. & Verweij, M. & Blok, V., 2017. "Big food's ambivalence: Seeking profit and responsibility for health," American Journal of Public Health, American Public Health Association, vol. 107(3), pages 402-406.
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    4. Hu, T.-W. & Sung, H.-Y. & Keeler, T.E., 1995. "Reducing cigarette consumption in California: Tobacco taxes vs an anti- smoking media campaign," American Journal of Public Health, American Public Health Association, vol. 85(9), pages 1218-1222.
    5. Dixon, Helen & Scully, Maree & Kelly, Bridget & Chapman, Kathy & Wakefield, Melanie, 2014. "Can counter-advertising reduce pre-adolescent children's susceptibility to front-of-package promotions on unhealthy foods?: Experimental research," Social Science & Medicine, Elsevier, vol. 116(C), pages 211-219.
    6. Kevin P. Gwinner & Brian V. Larson & Scott R. Swanson, 2009. "Image Transfer In Corporate Event Sponsorship: Assessing The Impact Of Team Identification And Event-Sponsor Fit," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 1-15.
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    Cited by:

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