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dc.contributor.authorMcDarby, F.
dc.contributor.authorO'Hora, Denis
dc.contributor.authorO'Shea, D.
dc.contributor.authorByrne, M.
dc.date.accessioned2018-09-20T16:16:47Z
dc.date.available2018-09-20T16:16:47Z
dc.date.issued2016-01-01
dc.identifier.citationMcDarby, F. O'Hora, D.; O'Shea, D.; Byrne, M. (2016). Taking the sweetness out of the ‘share a coke’ marketing campaign: the influence of personalized labelling on elementary school children's bottled drink choices. Pediatric Obesity 13 (1), 63-69
dc.identifier.issn2047-6302
dc.identifier.urihttp://hdl.handle.net/10379/12743
dc.description.abstractBackgroundDrink personalization (featuring names on bottle labels) has been used by soft drink companies to make their drinks attractive to children, potentially increasing consumption. To date, no publically available research has evaluated the influence of personalization on children's drink choices. ObjectivesTo determine (i) whether personalizing bottled drinks influences children's drink choices; (ii) whether it is comparably effective in promoting healthy and unhealthy drinks and (iii) whether drink choices are affected by self-esteem, body mass index and parental factors. MethodsChildren aged 8-13years (N=404) were randomly assigned to one of three drink labeling conditions: Prime Healthy, Prime Unhealthy and Control. All participants selected one beverage from 12 options, comprising six healthy and unhealthy drinks. ResultsPersonalizing healthy drinks increased choice of healthy drinks (OR, 2.21; 95% CI, 1.24-4.00), and personalizing unhealthy drinks reduced choice of healthy drinks (OR, 0.35; 95% CI, 0.15-.0.75). Higher self-esteem predicted choosing own-named drinks (OR=1.08, 95% CI, 1.00-1.18; p=.049). ConclusionsChildren's drink choices are influenced by personalizing drink bottles. Tighter regulation of this marketing strategy for soft drinks may reduce children choice of these drinks. Personalization may also be used to encourage children to choose healthy drinks.
dc.publisherWiley-Blackwell
dc.relation.ispartofPediatric Obesity
dc.subjectchildren
dc.subjectmarketing strategies
dc.subjectobesity
dc.subjectpersonalization
dc.subjectsoft drink choice
dc.subjectassociations
dc.subjectconsumption
dc.subjectproducts
dc.subjectparents
dc.titleTaking the sweetness out of the ‘share a coke’ marketing campaign: the influence of personalized labelling on elementary school children's bottled drink choices
dc.typeArticle
dc.identifier.doi10.1111/ijpo.12193
dc.local.publishedsourcehttps://onlinelibrary.wiley.com/doi/pdf/10.1111/ijpo.12193
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