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Abstract
Several European and U.S. reviews have established the link between food marketing and childhood obesity (EU Pledge, 2012; Federal Trade Commission, 2008; Persson, Soroko, Musicus, & Lobstein, 2012), which has stimulated researchers to investigate the effects of the most prevalent child-targeted marketing technique: the use of endorsing characters. This systematic review of these studies (15 identified; participants aged 3–12 years) focuses on three important questions: (a) does a basic endorser effect exist? (b) is the strength of the endorsement effect influenced by endorser type? and (c) does the endorsement strength differ according to the type of food being promoted?
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