Advertising to Kids and Tweens

• 발행기관: 한국유통과학회
• 저자명: Rizal Edy HALIM
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 6 No.3, 193~203쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.07.31

영문 초록

The issue of health risks from consuming unhealthy product is an important issue that is happening right now. Both developed and developing countries are already aware of the need for attention to the health-risk products. One tool that is believed to be able to change the consumption behavior of the health-risk products is the use of warning label on product packaging. As a persuasive act, both visual and textual warning label are believed to be able to change people s consumption behavior. In addition to the labels that contain health hazards, this research also uses social consequence contents. The main targets of such unhealthy product marketing are children and adolescents. Correspondingly, this study targets the age groups of kids and tweens. The method used in this research is experiment, involving 180 participants from two age groups namely kids and tweens. As a result, the study found that the influence of warning label on the age of tweens is greater in the age of the children. Meanwhile, the use of visual and textual warning label using social consequences contents, proved to be effective at the age of tweens. These results are useful for enrich social marketing subjects, especially within warning label research.

목차

1. Research Background

2. Literature Review

3. Conceptual Framework and Hypotheses

4. Research Method

5. Analysis and Results

6. Discussion

References

키워드

Social Marketing Warning Label Social Consequence Label Kid and Tween Food and Beverage