Regulatory fit effects on children's responses to healthy eating promotion: an experiment testing message and celebrity fit.
This study adopts the regulatory fit theory and examines the effects of the celebrity and message fit on children's responses to the promotion of healthy eating. A 2 × 2 experiment was conducted with 87 Hong Kong children ages 11 to 16. The results showed that a regulatory fit between the celebrity focus and the message focus yielded a better affective response. Specifically, children found a poster ad more convincing, liked it more, held more positive feelings, and found the poster ad more interesting in the fit conditions. Implications and future research directions were discussed.
a Division of Communication, College of International Education , Hong Kong Baptist University , Kowloon , Hong Kong.
Benjamin Ka Lun
BK
Cheng
D002648:Child; D002652:Child Behavior / Q000523:psychology*; D004032:Diet; D005197:Famous Persons; D017144:Focus Groups; D005518:Food Preferences / Q000523:psychology*; D006293:Health Promotion / Q000379:methods*; D006723:Hong Kong; D006801:Humans; D008297:Male; D009042:Motivation; D063766:Pediatric Obesity / Q000517:prevention & control*; D011582:Psychological Theory; D011795:Surveys and Questionnaires
celebrity; children; health promotion; healthy eating; obesity; regulatory fit