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College Males Attitudes On Cereal Health Claims and Their Purchasing Behavior
Troi Barksdale, Michelle Phan, Elise Gahan, Katie Hojara
Indiana University - Bloomington
Table of Contents
Introduction
Methods
Procedures
Instrument
Data Analysis
Participants
Results
Discussion
10
Limitations
10
Implications
11
12
Conclusion
12
References
13
Appendix A (Flyer)
16
Appendix B (Survey)
17
22
32
37
39
50
Appendix C
Theory Table
Author and Date
Description of theory
Freedman,
Connors, 2011
Noble,
Haytko,
Phillips, 2009
Graham,
Pelletier,
NeumarkSztainer, ,
Lust, Laska,
2013
students knowledge,
attitudes, and behaviors
(whether students think
the label is a useful tool,
how they use it, and if
label-reading education is
associated with label use)
Quasi-experimental study
- determine whether the
Eat Smart point-ofpurchase nutrition
multiethnic college
students shopping at an
on-campus convenience
store
Phenomenological
Evidence Table 2
Knowledge,
Beliefs, and
Attitudes
Associated to
Dieting and Diets
Author and Date
Description
Model/Sample/Study
Malinauskas, et al,
Dieting practices, weight
2006
perceptions, and body
composition: A comparison of
normal weight, overweight,
and obese college students
Neumark-Sztainer,
Eating Disturbances among
et al 1995
Adolescent Girls: Evaluation
of a School-Based Primary
Prevention Program
Storz, Nancy,
2000
in Adolescent Girls
Evidence Table 3
Priority Group
& Description
Importance of
Advertisements
Effectiveness of
Advertisements
Evaluation
Method
Ambler &
Vakratsas,
1999
Females and
Males
How
advertisements
affect
consumers
Hierarchy of
effects AIDA
(attentionintere
stdesireaction
)
Advertisement
likeability
positively
coorelates to
brand
preference
Persons
attitudes
towards the
advertisement
affects brand
attitudes
Effectiveness of
advertisement is
played largely by
its frequency and
scheduling
Pure Affect
Models and
Cognitive
Information
Models
Hitchings
&
Moynihan,
2008
Children years
9 and 10 from
private and
state schools
in Newcastleupon-Tyne
Total of 169
subjects from
four schools,
44 started and
41 actually
completed the
study
Children were
interviewed at
Identification of
effective diet
intervention
strategies
Most children
understand what
is healthy and
what is not.
However, actual
dietary intake is
high in sugar
and fat
Important to
develop
strategies about
The strongest
relationships for
advertisements
remembered and
foods consumed
was soft drinks (r
= 0.68) and
snacks (r = 0.61)
The list of 10
most commonly
requested foods
and 10 most
frequently
recalled food
advertisements
Interviews
of children
prior to food
diary
Evaluation
of 3 day
diary
Tables to
show
correlation
of number
of foods for
which
advertiseme
nts were
Ippolito &
Mathios,
1991
school to
recall tv
advertisement
s of food
Each child
filled out a 3
day food entry
for all foods
ate and drank
during this
time including
brand names
what
information is
given and how
they make their
food choices
shared four in
common:
Kelloggs
Frosties, Microships, Walkers
crisps, and Cocopops.
All of these four
foods groups,
when asked
permission by
children, were
granted 96
percent of the
time by their
parents
remembered
versus the
number of
these foods
that were
eaten by
each child
27.8% of
adults in
United States
There was no
change in intake
of higher fiber
cereals prior to
health claims
Can help
educate the
public,
specifically
pertaining to
health related
issues
Substantial
resources devoted
to advertising the
fiber health claim
in one main
important reason
for knowledge of
the link between
cancer and fiber
Bar graph of
increase
fiber levels
in cereal
throughout
the years of
1978 and
1987 with a
dotted line
to show the
beginning of
health claim
advertising
Between the
studies done
before health
claims were
allowed in
advertisements,
1984, to many
years later when
they were legally
allowed, 1988,
there were huge
jumps in the
knowledge.
Chart with
percent of
knowledge
of fibercancer
relationship
Based on
who
mentioned
Silvera &
Austad,
2004
66 students
(41 females,
25 males)
University of
Tromso
Average age =
25 years
Participants
were given
black n white
copies of
celebrity
advertisement
There were
two
advertisement
s, one that
said the
celebrity was
unpaid and
the other
stating how
much she was
paid
Celebrities can
play a huge role
in how well the
advertisement
does.
Celebrities who
endorsed a
single product
are viewed as
more credible
than those who
endorsed
multiple.
Those who are
endorsing
products and
said to have
been involved
in a negative
event also have
a negative effect
on the
advertisement.
Not only the
celebrity but as
well as the
product itself
and societal
conditions.
Celebrity
Knowledge in
education level
for college
graduates jumped
27%. Income over
$35,000 had a
26.4% increase.
Race 23%
increase.
fiber,
roughage,
whole
grains,
cereals, or
bran
SIR (satisfactory
internal
reliability)
Attitude towardadvertisement:
SIR = .85
product: SIR = .
82
endorser: SIR = .
87
Questionnai
re, includes
attitude of:
Advertiseme
nt
Product
Celebrity
endorser
All were
measured in
terms of:
Pleasant/unp
leasant
Likeable/not
likeable
Interesting/u
ninteresting
Good/bad
On a scale
of 1-7 with
1 being the
most
negative
response
and 7 being
the most
positive
response
Appendix D
Appendix E
Demographics
What is your age:
18-20 = 0
21-22 =1
23-25= 2
What is your school year:
Freshman = 0
Sophomore = 1
Junior =2
Senior = 3
4+ years= 4
Grad = 5
Intended field of study:
Science = 0
Health = 1
Other = 2
Art/Humanities = 3
Education = 4
What is your ethnicity:
White American = 0
Asian American = 1
Other =2
African American = 3
I eat cereal
Never = 0
Appendix F