Food Choice and Overconsumption: Effect of a Premium Sports Celebrity Endorser

Boyland, Emma J ORCID: 0000-0001-8384-4994, Harrold, Joanne A ORCID: 0000-0002-0899-4586, Dovey, Terence M, Allison, Maxine, Dobson, Sarah, Jacobs, Marie-Claire and Halford, Jason CG ORCID: 0000-0003-1629-3189 (2013) Food Choice and Overconsumption: Effect of a Premium Sports Celebrity Endorser. JOURNAL OF PEDIATRICS, 163 (2). pp. 339-343.

Text Celebrity endorsement (JoP V3).docx - Author Accepted Manuscript Download (51kB)

Abstract

<h4>Objective</h4>To determine whether exposure to celebrity endorsement in television (TV) food advertising and a nonfood context would affect ad libitum intake of the endorsed product and a perceived alternative brand.<h4>Study design</h4>A total of 181 children from the UK aged 8-11 years viewed 1 of the following embedded within a cartoon: (1) a commercial for Walker's Crisps (potato chips), featuring a long-standing celebrity endorser; (2) a commercial for a savory food; (3) TV footage of the same endorser in his well-known role as a TV presenter; or (4) a commercial for a nonfood item. Children's ad libitum intake of potato chips labeled "Walker's" and "supermarket brand" was measured using ANOVA.<h4>Results</h4>Children who viewed the endorsed commercial or the TV footage of the endorser outside of a food context consumed significantly more of the Walker's chips compared with children in other groups. These children did not reduce their intake of the supermarket brand product to compensate; thus, the endorser effect contributed to overconsumption.<h4>Conclusion</h4>The influence of a celebrity endorser on food intake in children extends beyond his or her role in the specific endorsed food commercial, prompting increased consumption of the endorsed brand even when the endorser has been viewed in a nonfood context. Our data suggest that the ubiquitous nature of celebrity media presence may reinforce unhealthy eating practices in children, although research with other endorsers is needed.

Item Type:	Article
Additional Information:	## TULIP Type: Articles/Papers (Journal) ##
Uncontrolled Keywords:	Humans, Hyperphagia, Food Preferences, Eating, Sports, Advertising, Television, Famous Persons, Child, Female, Male
Depositing User:	Symplectic Admin
Date Deposited:	09 Aug 2016 10:03
Last Modified:	19 Jan 2023 07:32
DOI:	10.1016/j.jpeds.2013.01.059
Related URLs:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3002825