Exposure effects to unfamiliar food advertisements on YouTube: A randomized controlled trial among adolescents

Abstract

Despite the societal relevance of the topic, experimental evidence on the effects of digital food marketing on adolescents' food attitudes and choice behavior remains relatively scarce. Drawing on the logic model explaining the influence of marketing on health-related responses, the current between-subjects experiment sought to (i) evaluate the effects of exposure to unfamiliar food advertisements on YouTube with respect to adolescents' advertisement and brand recall, brand recognition, attitudes, and food choice in a hypothetical scenario; and (ii) compare the effect of exposure to advertisements promoting healthy (vs. unhealthy) food. Uruguayan adolescents (N = 433; 51% female) were randomly assigned to one of four experimental groups: a control group not exposed to any advertisement, a non-food group exposed to a clothing advertisement, an unhealthy food group exposed to an advertisement promoting a burger, and a healthy food group exposed to an advertisement promoting a salad. Following exposure to the advertisement, participants provided responses linked to advertisement and brand recall, brand recognition, attitudes, and food choice. The findings revealed that the largest effects of exposure to food advertisements emerged for advertisement recall and brand recognition (i.e., the most proximal steps in the logic model). Further, the burger advertisement was more easily recalled than the salad and the non-food advertisements, presumably due to its higher reward value. The effects of the food advertisements on brand attitudes and food choices were more inconclusive, although participants’ sex and frequency of burger consumption consistently moderated the impact of ad exposure on these outcomes, through mainly influencing males and adolescents who consumed burgers more frequently. Together, these results contribute to the literature on the effects of digital marketing by providing causal evidence for the role of advertisement exposure on adolescents’ advertisement and brand recall, brand recognition, brand attitudes, and choice behavior.