Advanced search options

Advanced Search Options 🞨

Browse by author name (“Author name starts with…”).

Find ETDs with:

in
/  
in
/  
in
/  
in

Written in Published in Earliest date Latest date

Sorted by

Results per page:

You searched for +publisher:"DIAL (Belgium)" +contributor:("Warlop, Luk"). One record found.

Search Limiters

Last 2 Years | English Only

No search limiters apply to these results.

▼ Search Limiters

1. Charry, Karine. Children, healthy eating and “threat appeals” : An investigation on their effectiveness and working processes.

Degree: 2009, DIAL (Belgium)

This dissertation aimed at identifying the potential effectiveness of threat appeals in advertising communication when bolstering preadolescents’ consumptions of healthy food is considered. Obesity indeed appears as one of the main health issue for this population (8- to 12-year-olds) in our western societies. Although many prevention programs are being developed, very few appear to achieve the behavioral changes expected. Associating research on advertising persuasion among preadolescents and studies in health prevention, our objective was therefore to identify whether eliciting negative affective reactions through exposure to threatening ads (print and audio-visual) could improve the success rate of communication campaigns. Referring to the traditional focus of advertising research on positive affective reaction elicitation, studying the potential persuasiveness of affective states of negative valence represents a first original contribution of this research. Four experiments have been conducted in order to unravel the threats of this issue. First, the potential effectiveness was evaluated using classical indicators of advertising research such as attitude towards the ad, attitudes towards product categories and intentions to consume. Comparisons between different advertising appeals (typical appeals vs. threat appeals) were made, including the absence of treatment (no exposure to healthy food promotion). In addition to the classical measures, effective behavioral changes were evaluated. This represents a second original contribution: few scientific studies appear to seek further than a modification of intentions. Second, the persuasion process (affective, cognitive or both) was investigated, manipulating the level of children’s elaboration when exposed to the advertising stimulus. Last, the effects of repeated exposure were evaluated. The objective was twofold: increase the external validity of our research and extend the understanding of the persuasion process. This original appeal indeed also calls for insights on the potential detrimental effect of numerous viewings. Managerial contributions of this research may indeed only be offered if consequences of national broadcasting campaigns (that suppose multiple exposures) are known. Results of our four experiments provide strong support for the use of threat appeals among this target. Children exposed to threat appeals, eliciting a large repertoire of negative affective reactions, indeed consume significantly more fruit than those exposed to “typical” ads (using positive affective reactions). Furthermore, children viewing “typical” ads did not demonstrate more intentions to consume healthy food than those not exposed to promotional efforts. In other words, this suggests that investing in traditional ways of advertising is as effective as doing nothing. Children in the “low elaboration” condition were the greatest strawberries consumers. These findings sustain the hypothesis of an affective route of persuasion. Further, the strength of the affective reactions… Advisors/Committee Members: FUCaM - Sciences de gestion, Pecheux, Claude, Gérard, Marcel, Bree, Joël, Warlop, Luk, De Pelsmacker, Patrick, Gronhoj, Alice, Swaen, Valérie.

Subjects/Keywords: Children; Healthy food promotion; Threat appeals; Persuasion mechanism; Advertising

Record DetailsSimilar RecordsGoogle PlusoneFacebookTwitterCiteULikeMendeleyreddit

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Charry, K. (2009). Children, healthy eating and “threat appeals” : An investigation on their effectiveness and working processes. (Thesis). DIAL (Belgium). Retrieved from http://hdl.handle.net/2078.4/28489

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Charry, Karine. “Children, healthy eating and “threat appeals” : An investigation on their effectiveness and working processes.” 2009. Thesis, DIAL (Belgium). Accessed February 18, 2019. http://hdl.handle.net/2078.4/28489.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Charry, Karine. “Children, healthy eating and “threat appeals” : An investigation on their effectiveness and working processes.” 2009. Web. 18 Feb 2019.

Vancouver:

Charry K. Children, healthy eating and “threat appeals” : An investigation on their effectiveness and working processes. [Internet] [Thesis]. DIAL (Belgium); 2009. [cited 2019 Feb 18]. Available from: http://hdl.handle.net/2078.4/28489.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Charry K. Children, healthy eating and “threat appeals” : An investigation on their effectiveness and working processes. [Thesis]. DIAL (Belgium); 2009. Available from: http://hdl.handle.net/2078.4/28489

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

.