Enfance, alimentation et publicité : quels rôles pour le marketing ?

Abstract

This paper investigates a new issue in advertising efficiency in young populations (children), i.e., social marketing campaigns using messages eliciting negative affective reactions in order to convince the child to adopt the proposed behavior. Social Marketing and advertising campaigns using fear (negative affective reactions) in this context are not new topics. However, it is their implementation in children’s population which is new and has not been studied so far. Indeed, many pieces of research have stressed the importance of affective reactions in children responses to marketing stimuli while most of these stressed on positive affective reactions but not on negative ones. In this paper we show how negative affective reactions can be efficient when they are used to promote a balanced diet among children. The results of both qualitative and quantitative studies reported here provide encouraging results in this respect.