Brigham Young University BYU ScholarsArchive All Theses and Dissertations 2016-06-01 Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald's Erica Nelson Rivera Brigham Young University Follow this and additional works at: https://scholarsarchive.byu.edu/etd Part of the Communication Commons BYU ScholarsArchive Citation Rivera, Erica Nelson, "Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald's" (2016). All Theses and Dissertations. 6440. https://scholarsarchive.byu.edu/etd/6440 This Thesis is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in All Theses and Dissertations by an authorized administrator of BYU ScholarsArchive. For more information, please contact
[email protected],
[email protected]. Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald’s Erica Nelson Rivera A thesis submitted to the faculty of Brigham Young University in partial fulfillment of the requirements for the degree of Master of Arts Tom Robinson, Chair Clark Callahan Kristoffer Boyle School of Communications Brigham Young University June 2016 Copyright © 2016 Erica Nelson Rivera All Rights Reserved ABSTRACT Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald’s Erica Nelson Rivera School of Communications, BYU Master of Arts The dramatic rise in childhood obesity is a major concern nationwide. Unprecedented media exposure, drastically decreased time spent interacting as a family, and the consumption of calorie-dense foods are all heated topics of discussion with ties to weight gain. In this research, possible associations are examined between media, social groups and a favorite fast-food restaurant among children: McDonald’s.