Can Public-Service Advertising Change Childrens Nutrition Habits? The Impact of Relevance and Familiarity
Monali Hota and Ruben Chumpitaz Cáceres
ISEG School of Management
DISTRIBUCIONES FACUNDO, S.A.INTRODUCTION
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...