Targeting children, reaching the family. Can child-targeted persuasive retail communication persuade children and parents to opt for suboptimal food?

01 January 2022 → 31 December 2025
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Consumer behaviour
    • Marketing channels and retailing
    • Household behaviour and family organisations
    • Communication management
    • Media and communication policy
Suboptimal food food waste sustainable consumption parent-child communication
Project description

This project will examine how suboptimal food can be promoted among children (6-12 years), as they have a major influence on family consumption patterns. The effectiveness of hedonic, gain and normative framed messages in the retail environment will be tested among children. In addition, we will examine how these children influence their household through pester power and reverse socialization.