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I eat Milo to make me run faster: how the use of sport in food marketing may influence the food beliefs of young Australians
Phillipson, Lyn Jones, Sandra C.
Phillipson, Lyn
Jones, Sandra C.
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Abstract
This paper reports on one of a series of studies exploring the marketing strategies utilised byleading Australian food companies that produce and distribute foods that are predominantlyconsumed by children, and consumer responses to these practices. The focus is on the use ofsport and sporting celebrities to promote food products and the influence of these promotionson the food attitudes and preferences of young people. The qualitative research with children(6-12 years) and teens (12-14 years) supports results from previous research that brandingmay have an influence on food preferences. Importantly, it also suggests that associatingparticular foods with sports may influence young peoples food beliefs, including their abilityto accurately judge the nutritional value of foods and their perceptions regarding the types offoods which should be eaten by those undertaking physical activity.
Keywords
Date
2008
Type
Conference paper
Journal
Book
Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2008
Volume
Issue
Page Range
1-7
Article Number
ACU Department
ACU Engagement
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Files
Relation URI
DOI
Open Access Status
Open access
License
All rights reserved
File Access
Open
Notes
Bronze open access.