PSYCHOLOGICAL INFLUENCE OF FOOD ADVERTISING ON CHILDREN’S FOOD CHOICES: AN EXPERIMENTAL STUDY IN PAKISTAN

Abstract

This study focuses on the psychological impact of food advertisement on children’s food preferences and consumption patterns as the digital media continue to grow in prominence. Based on the Social Learning Theory, Dual Process Theory and the Persuasion Knowledge Model, the study uses a quantitative experimental research design to explore the reaction of children between the age groups of 6-12 years to food advertisement stimuli. Stratified random sampling was used to select a sample of 100 children in Lahore and split them into two categories known as control and experimental groups. The collection of the data was carried out on the base of the structured questionnaires and advertisement-based tasks. Further it was analyzed with the help of the SPSS, using descriptive and factorial techniques. The results show that food advertisement have a considerable impact on children to choose high-calorie food with low nutritional content, as it triggers emotional and cognitive reactions. The research shows the influence of persuasive devices, repetition, and lack of advertising literacy on children in their decision-making. The findings have significant implications on the health policies of the population, mediation by parents, and regulation of advertisements in the developing countries.