@article{ref1,
title="Quantifying child-appeal: the development and mixed-methods validation of a methodology for evaluating child-appealing marketing on product packaging",
journal="International journal of environmental research and public health",
year="2021",
author="Mulligan, Christine and Potvin Kent, Monique and Vergeer, Laura and Christoforou, Anthea K. and L'Abbé, Mary R.",
volume="18",
number="9",
pages="e4769-e4769",
abstract="There is no standardized or validated definition or measure of &quot;child-appeal&quot; used in food and beverage marketing policy or research, which can result in heterogeneous outcomes. Therefore, this pilot study aimed to develop and validate the child-appealing packaging (CAP) coding tool, which measures the presence, type, and power of child-appealing marketing on food packaging based on the marketing techniques displayed. Children (n = 15) participated in a mixed-methods validation study comprising a binary classification (child-appealing packaging? Yes/No) and ranking (order of preference/marketing power) activity using mock breakfast cereal packages (quantitative) and focus group discussions (qualitative). The percent agreement, Cohen's Kappa statistic, Spearman's Rank correlation, and cross-classification analyses tested the agreement between children's and the CAP tool's evaluation of packages' child-appeal and marketing power (criterion validity) and the content analysis tested the relevance of the CAP marketing techniques (content validity). There was an 80% agreement, and &quot;moderate&quot; pairwise agreement (κ [95% CI]: 0.54 [0.35, 0.73]) between children/CAP binary classifications and &quot;strong&quot; correlation (r(s) [95% CI]: 0.78 [0.63, 0.89]) between children/CAP rankings of packages, with 71.1% of packages ranked in the exact agreement. The marketing techniques included in the CAP tool corresponded to those children found pertinent. Pilot results suggest the criterion/content validity of the CAP tool for measuring child-appealing marketing on packaging in accordance with children's preferences.<p /> <p>Language: en</p>",
language="en",
issn="1661-7827",
doi="10.3390/ijerph18094769",
url="http://dx.doi.org/10.3390/ijerph18094769"
}