Milk, juice, or cola? Exploring the effect of product placement on children’s attitudes and behavior

ABSTRACT

Childhood obesity is a significant public health concern, and scholars and academicians have proposed the use of successful marketing and advertising tactics as a means of influencing healthy behaviors. This research investigates product placement to assess its potential effects on attitudes and behavior when utilized in an animated children’s television show. Results from an experiment suggest that multiple product placements may affect children’s attitudes toward certain drinks, but also suggest that a child’s existing favorite drink is a stronger predictor of actual beverage choice. Implications are provided.

KEYWORDS:

• Children
• obesity
• product placement
• soft drinks

Acknowledgment

Special thanks to Sam Brody for assistance with the data collection.