Buy What Is Advertised on Television? Evidence from Bans on Child-Directed Food Advertising
In response to the growing childhood obesity rate, the Children?s Food and Beverage Advertising Initiative (CFBAI) was launched in November 2006. Our study presents the fi?rst empirical analysis of the impact of CFBAI on consumers?food choices. We combine monthly data on advertising exposure, measured by gross rating points and by age group between 2006 and 2008, and household candy purchases. We ?nd that CFBAI has not produced signi?cant changes in consumers?exposure to television advertising because its guidelines are vague. Nor has it had the intended e¤ect on consumers?dietary choices. However, an observed reduction in advertising exposure could reduce households? purchase propensity by approximately 30-40% for speci?c candy products. This suggests that strengthening the link between reducing advertising on child-directed programs and reducing children?s actual advertising exposure should be a priority in ensuring the future success of CFBAI.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
| Length: | 77 pages |
| Date of creation: | Mar 2010 |
| Date of revision: | |
| Handle: | RePEc:zwi:fpcrep:125 |
| Contact details of provider: | Postal: 1376 Storrs Road, U-21, Storrs, Connecticut 06269-4021 Phone: 860-486-2836 Fax: 860-486-1932 Web page: http://www.zwickcenter.uconn.edu Email: More information through EDIRC
|
No references listed on IDEAS
You can help add them by filling out this form.
This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.
When requesting a correction, please mention this item's handle: RePEc:zwi:fpcrep:125. 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: ()
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 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.