Skip to main content
Presentation
Consumer confusion: parents nutritional perceptions of food advertisements
Faculty of Health and Behavioural Sciences - Papers (Archive)
  • Christina Hoang, University of Wollongong
  • Sandra C. Jones, University of Wollongong
  • Jennifer Thornton, University of Wollongong
RIS ID
9309
Publication Date
1-1-2003
Publication Details

This conference paper was originally published as Hoang, C, Jones, SJ and Thornton, J, Consumer confusion: parents nutritional perceptions of food advertisements, in Proceedings of the Australian and New Zealand Marketing Academy Conference, Adelaide, 1-3 December 2003.

Abstract

Due to the increasing prevalence of childhood obesity in society, this study was undertaken to determine if advertisers could potentially be misleading parents through the nutritional claims made in advertisements for popular children’s food products. Research was conducted to determine the sorts of nutritional messages parents received from four food advertisements. In total, 41 parents from an Australian university childcare centre participated in the study. The results revealed several major discrepancies whereby parents’ perceived unhealthy products to be healthy – indicating a degree of consumer confusion among parents.

Citation Information
Christina Hoang, Sandra C. Jones and Jennifer Thornton. "Consumer confusion: parents nutritional perceptions of food advertisements" (2003)
Available at: http://works.bepress.com/sjones/38/