TY  - JOUR
PY  - 2021//
TI  - Quantifying child-appeal: the development and mixed-methods validation of a methodology for evaluating child-appealing marketing on product packaging
JO  - International journal of environmental research and public health
A1  - Mulligan, Christine
A1  - Potvin Kent, Monique
A1  - Vergeer, Laura
A1  - Christoforou, Anthea K.
A1  - L'Abbé, Mary R.
SP  - e4769
EP  - e4769
VL  - 18
IS  - 9
N2  - There is no standardized or validated definition or measure of "child-appeal" 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 "moderate" pairwise agreement (κ [95% CI]: 0.54 [0.35, 0.73]) between children/CAP binary classifications and "strong" 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>
LA  - en
SN  - 1661-7827
UR  - http://dx.doi.org/10.3390/ijerph18094769
ID  - ref1
ER  -