A “forbidden fruit effect”: An eye-tracking study on children’s visual attention to food marketing

Alice Binder; Brigitte Naderer; Jörg Matthes

doi:10.3390/ijerph17061859

A “forbidden fruit effect”: An eye-tracking study on children’s visual attention to food marketing

Alice Binder, Brigitte Naderer, Jörg Matthes

Institut für Publizistik- und Kommunikationswissenschaft

Veröffentlichungen: Beitrag in Fachzeitschrift › Artikel › Peer Reviewed

Abstract

Originalsprache	Englisch
Aufsatznummer	1859
Seitenumfang	11
Fachzeitschrift	International Journal of Environmental Research and Public Health
Jahrgang	17
Ausgabenummer	6
DOIs	https://doi.org/10.3390/ijerph17061859
Publikationsstatus	Veröffentlicht - März 2020

ÖFOS 2012

508007 Kommunikationswissenschaft
508014 Publizistik

Zugriff auf Dokument

10.3390/ijerph17061859Lizenz: CC BY 4.0

https://phaidra.univie.ac.at/o:1184158Lizenz: CC BY 4.0

Andere Dateien und Links

Verknüpfung zur Publikation in Scopus

Zitationsweisen

@article{e18511e3c8b341c8a170895a0491be8d,

title = "A “forbidden fruit effect”: An eye-tracking study on children{\textquoteright}s visual attention to food marketing",

abstract = "Obesity in children is an international health concern. Against this background, there is an increasing interest in understanding how healthy and unhealthy food marketing in narrative media can affect children. In particular, children{\textquoteright}s implicit reactions, such as visual attention and emotional arousal, are far from being sufficiently understood. We conducted an eye-tracking study, presenting children one of two versions of a narrative media-stimulus, either presenting an unhealthy food (i.e., candy condition; N = 34), or a healthy food (i.e., fruit condition; N = 34). As dependent variables, we investigated dwell time (i.e., visual attention) and pupil dilation (i.e., emotional arousal). As moderators, we included children{\textquoteright}s prohibition of candy at home and children{\textquoteright}s level of BMI in our models. Our results indicate that mean dwell time did not differ between conditions and that the moderators did not exert any effect. Moreover, pupil dilation did not differ between conditions but was moderated by parents{\textquoteright} candy prohibition at home (η p 2 = 0.080). The results show that children who are not allowed to consume candy at home react with higher emotional arousal when exposed to candy placements than children allowed to eat candy at home. Thus, depending on children{\textquoteright}s contextual factors, children react differently to unhealthy food cues. ",

keywords = "ADVERGAMES, BELIEFS, BIAS, CONSUMPTION, CUES, EATING BEHAVIOR, HEALTH INDICATORS, INCENTIVE-SENSITIZATION THEORY, OVERWEIGHT, SEDENTARY BEHAVIOR, candy prohibition, children, eye-tracking, healthy and unhealthy food marketing, parents, public health, pupil dilation, Healthy and unhealthy food marketing, Eye-tracking, Parents, Candy prohibition, Children, Pupil dilation, Public health",

author = "Alice Binder and Brigitte Naderer and J{\"o}rg Matthes",

note = "Publisher Copyright: {\textcopyright} 2020 by the authors. Licensee MDPI, Basel, Switzerland.",

year = "2020",

month = mar,

doi = "10.3390/ijerph17061859",

language = "English",

volume = "17",

journal = "International Journal of Environmental Research and Public Health",

issn = "1661-7827",

publisher = "MDPI AG",

number = "6",

}

TY - JOUR

T1 - A “forbidden fruit effect”: An eye-tracking study on children’s visual attention to food marketing

AU - Binder, Alice

AU - Naderer, Brigitte

AU - Matthes, Jörg

PY - 2020/3

Y1 - 2020/3

N2 - Obesity in children is an international health concern. Against this background, there is an increasing interest in understanding how healthy and unhealthy food marketing in narrative media can affect children. In particular, children’s implicit reactions, such as visual attention and emotional arousal, are far from being sufficiently understood. We conducted an eye-tracking study, presenting children one of two versions of a narrative media-stimulus, either presenting an unhealthy food (i.e., candy condition; N = 34), or a healthy food (i.e., fruit condition; N = 34). As dependent variables, we investigated dwell time (i.e., visual attention) and pupil dilation (i.e., emotional arousal). As moderators, we included children’s prohibition of candy at home and children’s level of BMI in our models. Our results indicate that mean dwell time did not differ between conditions and that the moderators did not exert any effect. Moreover, pupil dilation did not differ between conditions but was moderated by parents’ candy prohibition at home (η p 2 = 0.080). The results show that children who are not allowed to consume candy at home react with higher emotional arousal when exposed to candy placements than children allowed to eat candy at home. Thus, depending on children’s contextual factors, children react differently to unhealthy food cues.

AB - Obesity in children is an international health concern. Against this background, there is an increasing interest in understanding how healthy and unhealthy food marketing in narrative media can affect children. In particular, children’s implicit reactions, such as visual attention and emotional arousal, are far from being sufficiently understood. We conducted an eye-tracking study, presenting children one of two versions of a narrative media-stimulus, either presenting an unhealthy food (i.e., candy condition; N = 34), or a healthy food (i.e., fruit condition; N = 34). As dependent variables, we investigated dwell time (i.e., visual attention) and pupil dilation (i.e., emotional arousal). As moderators, we included children’s prohibition of candy at home and children’s level of BMI in our models. Our results indicate that mean dwell time did not differ between conditions and that the moderators did not exert any effect. Moreover, pupil dilation did not differ between conditions but was moderated by parents’ candy prohibition at home (η p 2 = 0.080). The results show that children who are not allowed to consume candy at home react with higher emotional arousal when exposed to candy placements than children allowed to eat candy at home. Thus, depending on children’s contextual factors, children react differently to unhealthy food cues.

KW - ADVERGAMES

KW - BELIEFS

KW - BIAS

KW - CONSUMPTION

KW - CUES

KW - EATING BEHAVIOR

KW - HEALTH INDICATORS

KW - INCENTIVE-SENSITIZATION THEORY

KW - OVERWEIGHT

KW - SEDENTARY BEHAVIOR

KW - candy prohibition

KW - children

KW - eye-tracking

KW - healthy and unhealthy food marketing

KW - parents

KW - public health

KW - pupil dilation

KW - Healthy and unhealthy food marketing

KW - Eye-tracking

KW - Parents

KW - Candy prohibition

KW - Children

KW - Pupil dilation

KW - Public health

UR - http://www.scopus.com/inward/record.url?scp=85082007732&partnerID=8YFLogxK

U2 - 10.3390/ijerph17061859

DO - 10.3390/ijerph17061859

M3 - Article

VL - 17

JO - International Journal of Environmental Research and Public Health

JF - International Journal of Environmental Research and Public Health

SN - 1661-7827

IS - 6

M1 - 1859

ER -