Development of TV advertising literacy in children: Do physical appearance and eating habits matter?

Material TypeArticleLanguageEnglish
TitleDevelopment of TV advertising literacy in children: Do physical appearance and eating habits matter? Author(S)Julia Spielvogel (Author)
Abstract  This study investigates the role of physical appearance (body mass index (BMI), body shape perception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents’ attitude towards food) in the development of advertising literacy in children focusing on food advertising. Based on the concept of self-esteem and the theory of cognitive dissonance, a research model is developed and tested in an empirical study with 249 children aged 7 to 11. Using PLS path modelling, self-esteem and critical attitude towards food are identified as factors influencing advertising literacy directly. Self-esteem is significantly influenced by children’s BMI and body shape perception, while critical attitude is determined by children’s food choices and children’s perception of their parents’ attitude towards food ...Paginationp 343-368
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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