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

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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.

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Notes

  1. As an example of theory of mind, suppose that if Zoe likes dogs but knows James fears dogs, Zoe can predict James might run away if he sees a dog. However, if Zoe’s theory of mind is not yet developed, she might know James does not like dogs, but she would fail to employ that knowledge to successfully predict James’s behavior around dogs. In the absence of a developed theory of mind, Zoe would expect James to pet a dog, because she would. Prior to developing theory of mind, such errors are common among young children. Around age 3, however, children begin to show signs of emerging theory of mind, and by age 5, many children will know others have different thoughts and attitudes [114].

  2. Responsive parenting is defined as parenting that is developmentally appropriate, prompt, and contingent of the child’s needs [103].

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Authors and Affiliations

  1. INSEAD, Fontainebleau, France

    Paulo Albuquerque

  2. Eller College of Management, The University of Arizona, Tucson, AZ, USA

    Merrie Brucks

  3. Leeds School of Business, University of Colorado Boulder, Boulder, CO, USA

    Margaret C. Campbell

  4. Hong Kong Baptist University, Kowloon Tong, Hong Kong

    Kara Chan

  5. Kellogg School of Management, Northwestern University, Evanston, IL, USA

    Michal Maimaran

  6. Endicott College, Beverly, MA, USA

    Anna R. McAlister

  7. Centre des Sciences du Goût et de l’Alimentation, INRA, Dijon, France

    Sophie Nicklaus

Authors
  1. Paulo Albuquerque
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  2. Merrie Brucks
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  3. Margaret C. Campbell
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  4. Kara Chan
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  5. Michal Maimaran
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  6. Anna R. McAlister
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  7. Sophie Nicklaus
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Correspondence to Paulo Albuquerque.

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Albuquerque, P., Brucks, M., Campbell, M.C. et al. Persuading Children: a Framework for Understanding Long-Lasting Influences on Children’s Food Choices. Cust. Need. and Solut. 5, 38–50 (2018). https://doi.org/10.1007/s40547-017-0083-x

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