1 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University5 Hong Kong Baptist University6 Department of Management, Aarhus BSS, Aarhus University
A cross cultural study
A survey was conducted of 386 Danish and Hong Kong adolescents aged 11 to 16. Looking at socializing agents, respondents claimed that parents asked them to eat healthy food more often than the government publicity, teachers or friends. Parents were also perceived as being the most effective source in encouraging them to eat healthy food. Respondents considered news and fear appeals for communicating healthy eating the most effective, while popularity and achievement appeals were considered less effective. Respondents with higher collectivism scores showed a higher liking and perceived effectiveness of all five advertising appeals.
Main Research Area:
Alimentation, cultures enfantines et éducation, 2010