Can Public-Service Advertising Change Children's Nutrition Habits? The Impact of Relevance and Familiarity

This study presents research conducted in France that builds (and tests) a framework for effectiveness of pro-nutrition public service announcements targeted at children.

Can Public-Service Advertising Change Childrens Nutrition Habits? The Impact of Relevance and Familiarity

Monali Hota and Ruben Chumpitaz Cáceres

ISEG School of Management

Antoine Cousin



Obesity certainly has its origin in genetics, but nearly 70 percent of the prevalence is caused by changes in the lifestyles of children and their parents (AFSSA, 2004). Children today mature early as consumers. Contributing factors include their growing autonomous purchase power and their increasing influence on household purchases (especially in the context of...

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