Behavioural evidence for the effectiveness of threat appeals in the promotion of healthy food to children

Abstract

The current paper investigates the effectiveness and the persuasion process of threat appeals on children. Disregarded by scholars, probably for ethical reasons, the study of negative appeals targeting 8- to 12-year-olds to promote healthy food seems nevertheless relevant, in the unprecedented context of childhood obesity. To test our assumptions, an experiment was set up with 126 children. Results indicate that the appeal is effective and that the persuasion process of threatening advertisements is led by affective reactions. In contrast to earlier research on older targets, cognitive processes do not improve its effectiveness. Furthermore, exposure to threat appeals increased pre-adolescents’ healthy food consumption in comparison with appeals that may be considered more ‘typical’, such as fun and action. These conclusions and a teleological perspective of ethics invite further study of threat appeals targeting children.