Packages with Cartoon Trade Characters Versus Advertising: An Empirical Examination of Preschoolers' Food Preferences |
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| Authors: | Billur Ülger |
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| Institution: | 1. University of Yeditepe , Istanbul, Turkey bulger@yeditepe.edu.tr bilulger@hotmail.com |
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| Abstract: | The present study examines mainly the comparison between child-appeal packages and TV advertising and suggests that packages with cartoon trade characters play a more effective role compared to TV advertising in preschoolers' food preferences. Preschoolers who watched a cartoon film CD embedded with commercials (the treatment group) and who watched the same CD without commercials (the control group) selected the chocolate wafer with a cartoon trade character (73.6% vs. 26.3%) rather than the advertised one. |
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| Keywords: | Packaging advertising preschoolers food marketing |
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