Persuading Children: A Framework for Understanding Long-Lasting Influences on Children’s Food Choices

41 Pages Posted: 4 Feb 2017 Last revised: 16 Jan 2018

See all articles by Paulo Albuquerque

Paulo Albuquerque

INSEAD

Merrie L. Brucks

University of Arizona - Eller College of Management

Margaret C. Campbell

University of Colorado at Boulder

Kara Chan

Hong Kong Baptist University

Michal Maimaran

Northwestern University

Anna McAlister

Endicott College

Sophie Nicklaus

French National Institute for Agricultural Research (INRA)

Date Written: February 24, 2017

Abstract

In this paper, we present a framework for understanding long-lasting influences on children’s food purchase choices and consumption. The framework interacts the characteristics of agents (i.e., children and parents/caretakers) with marketing-related effects to explain how these agents make short- and long-term decisions in the food category. We develop each of the components of our framework with different theories and multiple empirical examples, focusing on how children develop their food preferences and how their understanding of and resistance to persuasion and marketing messages may influence choices. Overall, the presented approach suggests firms, consumers, and parents can benefit from taking these factors into account when making choices that affect children and when allowing children to make their own choices.

Keywords: Food, Children, Marketing, Persuasion, Consideration Sets, Choice, Consumption

JEL Classification: M31, Q18, M37, J13

Suggested Citation

Albuquerque, Paulo and Brucks, Merrie L. and Campbell, Margaret C. and Chan, Kara and Maimaran, Michal and McAlister, Anna and Nicklaus, Sophie, Persuading Children: A Framework for Understanding Long-Lasting Influences on Children’s Food Choices (February 24, 2017). INSEAD Working Paper No. 2017/19/MKT. Available at SSRN: https://ssrn.com/abstract=2911234 or http://dx.doi.org/10.2139/ssrn.2911234

Paulo Albuquerque (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

Merrie L. Brucks

University of Arizona - Eller College of Management ( email )

McClelland Hall
P.O. Box 210108
Tucson, AZ 85721-0108
United States

Margaret C. Campbell

University of Colorado at Boulder ( email )

Leeds School of Business
419 UCB
Boulder, CO 80309
United States

Kara Chan

Hong Kong Baptist University ( email )

Kowloon
Hong Kong
+852 3411 7836 (Phone)
+852 3411 7890 (Fax)

Michal Maimaran

Northwestern University ( email )

Kellogg School of Management
2001 Sheridan Rd.
Evanston, IL 60208
United States

HOME PAGE: http://www.kellogg.northwestern.edu/faculty/directory/maimaran_michal.aspx#biography

Anna McAlister

Endicott College ( email )

376 Hale Street
Beverly, MA 01915
United States

Sophie Nicklaus

French National Institute for Agricultural Research (INRA) ( email )

147 rue de l'Université
Cedex 07
Paris, 78-Yvelines 75338
France

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