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
Date Written: February 24, 2017
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: Suggested Citation