Communications 37 (4):371-391 (2012)

This paper tests the comparative effectiveness of spokes-characters, both ‘celebrity’ and ‘non-celebrity’, in promoting healthy versus non-healthy foods. An experimental study among 6- to 7-year-old children in Belgium demonstrates that adding a spokes-character to a food product increases the appetite, the wished-for frequency of consumption and the expected number of purchase requests for that product. This finding holds true for healthy foods as well as for unhealthy foods. The effect of the celebrity spokes-character exceeds that of a similar gnome. Nevertheless, the latter is also capable of promoting the healthy and unhealthy products. These findings suggest that using ‘celebrity’ spokes-characters to promote healthy foods to children might indeed be an effective strategy to change children’s diets. Even the use of similar, non-celebrity spokes-characters could be quite fruitful.
Keywords No keywords specified (fix it)
Categories (categorize this paper)
DOI 10.1515/commun-2012-0021
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 58,256
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

No references found.

Add more references

Citations of this work BETA

No citations found.

Add more citations

Similar books and articles

Being a Celebrity: A Phenomenology of Fame.David Giles & Donna Rockwell - 2009 - Journal of Phenomenological Psychology 40 (2):178-210.
Healthy Children as Subjects in Pharmaceutical Research.Gideon Koren - 2003 - Theoretical Medicine and Bioethics 24 (2):149-159.
Ethics of Global Internet, Community and Fame Addiction.Chong Ju Choi & Ron Berger - 2009 - Journal of Business Ethics 85 (2):193-200.
The Edifice Complex.Vanessa Hill & Tiffany L. Galvin - 2005 - Proceedings of the International Association for Business and Society 16:26-29.


Added to PP index

Total views
5 ( #1,143,514 of 2,419,604 )

Recent downloads (6 months)
1 ( #542,199 of 2,419,604 )

How can I increase my downloads?


My notes