包装上的字符如何影响儿童选择健康饮料的选择?
Stéphanie Verfay1, Carolina O C Werle2
1COACTIS, Université Lumière Lyon 2, MSH 14/16 avenue Berthelot, 69007, Lyon, France.
Appetite
|February 27, 2025
概括
字符包装显著影响儿童的饮料选择. 在水瓶上标有已知的字符,增加了对水的偏好,减少了5-11岁儿童不健康的糖摄入量.
科学领域:
- 消费者心理学 消费者心理学
- 儿童营养学 儿童营养学
- 市场营销和品牌建设
背景情况:
- 儿童的食物选择受到市场营销策略的严重影响.
- 人物品牌是食品和饮料行业普遍存在的策略.
- 了解包装设计对儿童健康相关决策的影响至关重要.
研究的目的:
- 调查人物包装对儿童饮料偏好的影响.
- 为了确定字符的熟悉性是否增强了包装的影响.
- 评估健康 (水) 和不健康 (果汁) 选择之间的选择的影响.
主要方法:
- 两项受控实验涉及180名5至11岁的儿童.
- 根据带有和没有字符的包装,评估儿童在水和果汁之间做出的选择.
- 在包装上区分已知和未知字符.
主要成果:
- 具有人物特色的包装显著影响了儿童的饮料选择.
- 熟悉的角色对偏好的影响更强.
- 当水包装显示特征时,儿童更喜欢水而不是果汁,增加水消耗并减少糖摄入量.
结论:
- 以人物为导向的包装可以成为促进儿童选择更健康饮料的有效工具.
- 利用熟悉的角色可以增强对水等实用产品的推广.
- 营销策略应考虑角色使用对影响儿科消费模式的伦理影响.
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