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The Influence of Brand-Equity Mascots Used by Food, Beverage and Restaurant Companies on the Diet of Children and Parents

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The Influence of Brand-Equity Mascots Used by Food, Beverage and Restaurant Companies on the Diet of Children and Parents The influence of brand-equity mascots used by food, beverage and restaurant companies on the diet of children and parents Taylor Brownell Thesis to be submitted to the faculty of the Virginia Polytechnic Institute and State University in partial fulfillment of the requirements for the degree of Master of Science In Human Nutrition, Foods, and Exercise Vivica I. Kraak (committee chair) Adrienne Holz Ivory Valisa Hedrick Sarah Misyak May 9, 2017 Blacksburg, VA Keywords: brand-equity mascots, food and beverage marketing, dietary behaviors, children, parents, Q methodology The influence of brand-equity mascots used by food, beverage and restaurant companies on the diet of children and parents Taylor Reed Brownell ABSTRACT Researchers have examined the influence of entertainment companies’ licensed media characters on children’s diet and health. Conversely, limited empirical research exists on how food, beverage and restaurant companies use brand mascots to influence the dietary preferences and choices of children and their parents. This M.S. thesis is comprised of two studies that address this knowledge gap. The first study conducted a nutrient-profile analysis of 20 food, beverage, and restaurant products that use brand mascot marketing to children, whose companies are members of the Children’s Food and Beverage Advertising Initiative (CFBAI), an industry self- regulatory program. Products were evaluated using seven nutrient-profile models or nutrition guidelines. Results showed that all twenty products that used brand mascots failed to meet one or more of the guidelines, especially for candy/sweets, children’s meals, and snack foods. The second pilot study used Q methodology to explore the views of five child-parent dyads concerning the influence of brand mascots on their diet-related cognitive outcomes. Each child and one parent independently completed a demographic survey, a brand mascot and product association survey, and a card-sort with 48 brand mascot images to determine “most-liked” versus “most-disliked” mascots. Factor analysis identified three unique viewpoints that were shared by participants including: 1) Breakfast Cereal Animal Lovers; lover of mascots with eyes/hands of approval; and 3) human, hat-wearing mascot lovers. Participants associated 66 percent of products with the correct brand mascots. These results may inform policy-relevant recommendations to strengthen industry self-regulatory programs to create a more healthful childhood marketing atmosphere. The influence of brand-equity mascots used by food, beverage and restaurant companies on the diet of children and parents Taylor Reed Brownell General Audience ABSTRACT Researchers have examined the influence of entertainment companies’ cartoon media characters on children’s diet and health. Conversely, limited experimental research exists on how food, beverage and restaurant companies use brand mascots to influence the diets of children and their parents. This M.S. thesis comprises two studies that address this knowledge gap. The first study consists of an analysis of 20 food, beverage, and restaurant products that use unique brand mascots marketed to children, whose companies are members of the Children’s Food and Beverage Advertising Initiative (CFBAI), an industry self-regulatory program. Products were measured up to seven voluntary and/or mandatory nutrition guidelines. All twenty products that used brand mascots failed to meet one or more of the nutrition guidelines, and especially for candy/sweets, children’s meals, and snack foods. The second study used Q methodology to explore the views of five children and their parents (n=10) concerning how brand mascots influence their diet-related cognitive and behavioral outcomes. Children and one of their parents were asked to independently complete three activities: 1) demographic survey; 2) brand mascot and product association survey; and 3) a card-sort with 48 brand mascot images to determine “most-liked” versus “most-disliked” mascots. Factor analysis identified three unique viewpoints shared by participants regarding how brand mascots influence their dietary preferences, dislikes, and intergenerational marketing. Additionally, participants correctly associated 66 percent of products and their respected brand mascots. Results from both studies may be used to inform policy-relevant recommendations to strengthen industry self-regulatory programs such as the CFBAI. Acknowledgements I would like to thank my committee chair, Dr. Kraak who has challenged and pushed me to go above and beyond my personal expectations. She has helped me to be a more competent writer and has shown me the value and importance of food and nutrition policy research. I also thank my other committee members including Dr. Hedrick, Dr. Misyak, and Dr. Holz Ivory, for their time and dedication they have put forth into my learning. Their thoughtful feedback and questions have been important during my time at Virginia Tech as a graduate student. Additionally, I am thankful for the friends and faculty members in the Department of Human Nutrition, Foods, and Exercise who have helped and guided me through my BS/MS program. iv Table of Contents ABSTRACT ................................................................................................................................. vii General Audience ABSTRACT .................................................................................................. ix Acknowledgements ...................................................................................................................... iv List of Tables ............................................................................................................................... vii List of Figures ............................................................................................................................. viii Acronyms and Abbreviations ..................................................................................................... ix Chapter 1: Introduction ............................................................................................................... 1 I. Background and rationale for the research ................................................................................. 1 II. Research question, context, scope, and contribution ................................................................... 2 III. Thesis structure ............................................................................................................................... 3 Chapter 1: References ............................................................................................................................. 5 Chapter 2: Literature Review ...................................................................................................... 8 U.S. Childhood Obesity and Overweight Rates .................................................................................... 8 U.S. Adult Obesity and Overweight Rates ............................................................................................ 8 Diet Quality of U.S. Children and Adults .............................................................................................. 9 Influence of Brand Mascots and Licensed Media Characters on Children’s Diet and Health ...... 11 The History of Brand Mascots ............................................................................................................. 12 Defining Marketing to Kids and the Role of the U.S. Federal Trade Commission (FTC) ............. 14 An Overview of the Children’s Food and Beverage Advertising Initiative ..................................... 15 An Overview of Nutrient-Profile Models and Nutrition Recommendations to Guide Child Food Marketing ............................................................................................................................................... 17 Progress Made and Potential Issues with the CFBAI’s Category-Specific Uniform Nutrition Criteria ................................................................................................................................................... 19 A Timeline of Authoritative Recommendations to Address Food Marketing to Children ............ 20 Food, Beverage, and Restaurant Marketing Practices to Children and Adolescents ..................... 22 Food, Beverage, and Restaurant Marketing to US Teenagers and Its Impact on their Health ..... 25 The Relationship between BMI, Preferences for Unhealthy Food, and Brand Logo Recognition 26 Brand Recall and Brand Preferences of Young Children ................................................................. 28 Relationship Between Food and Beverage Advertising and the Eating Habits of Children and Adolescents ............................................................................................................................................. 29 Effects of Licensed Media Characters’ on Children’s Diet-related Cognitive and Behavioral Outcomes ................................................................................................................................................ 30 Effects of Licensed Media Characters on Children’s Diet-related Health Outcomes .................... 34 Brand Mascot Marketing and Practices by the Tobacco Industry and Food, Beverage, and Restaurant Companies .......................................................................................................................... 35 Parasocial Relationships
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