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The Effect of Fast Food Advertisement on Malay Childrens’ Preferences

1 Pages Posted: 23 Jun 2011  

Zainurin Bin Dahari

International Islamic University of Malaysia (IIUM) - Faculty of Economic and Management Sciences

Nur Azi Azliza binti Abdollah

affiliation not provided to SSRN

Date Written: June, 22 2011

Abstract

The objective of this research is to determine the effect of fast food advertisement on Malay children’s preferences, aged between 4 to 6 years old. Previous literature suggested that children could be influenced by fast food advertisement. Therefore, we would like to investigate if Malay Children could also been influenced by Fast Food Advertisement. Two methods have been conducted in this research. The interview has been conducted to identify Fast Food eating behavior and awareness of among the children in terms of logo and symbol of the Fast Food Company. Experiment has been conducted to determine the effects of Fast Food advertisement over Malay Children’s preference. Eighty six (86) respondents have participated in this study. The finding has shown that the advertisement of Fast Food is the key to influence young children in their preference and most of them are aware about the logo of Fast Food easily despite of their limited cognitive skill.

Suggested Citation

Dahari, Zainurin Bin and Abdollah, Nur Azi Azliza binti, The Effect of Fast Food Advertisement on Malay Childrens’ Preferences (June, 22 2011). SIBR. Available at SSRN: https://ssrn.com/abstract=1869682 or http://dx.doi.org/10.2139/ssrn.1869682

Zainurin Bin Dahari (Contact Author)

International Islamic University of Malaysia (IIUM) - Faculty of Economic and Management Sciences ( email )

P.O. Box 10
Kuala Lumpur, 53100
Malaysia

Nur Azi Azliza Abdollah

affiliation not provided to SSRN

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