Abstract:

People are becoming more interested in healthy living, which could help businesses stand out in crowded markets. The main goal of the study is to find out how different groups of Spanish customers feel about the value of advertising on social media sites affects their thoughts on and desire to buy healthier food. The advertising value model by Ducoffe was used as a framework to look at what causes views based on utilitarian and hedonic values. People who support healthy lifestyles say that the broad promotion of high-calorie, low-nutrient meals is a big reason why so many people are overweight. This study looks into the idea that seeing ads for food while watching TV may also make people fat by making them automatically eat food that is close by. The design: As part of Experiments 1a and 1b, kids in elementary school watched a video that either advertised food or other things or ate a snack while they watched. Next, the people took part in an experiment that didn't seem to have anything to do with the first one. They tried and rated a number of healthy and unhealthy snacks. The amount of snacks that were eaten before, during, and after seeing an ad Researchers found that kids who saw food ads ate 45 percent more of that food. After seeing ads for both healthy and unhealthy snacks, adults changed the way they ate snacks. In all tests, food ads made people eat more of the foods that weren't in the ads, and these effects had nothing to do with how hungry people thought they were or any other conscious factors.

Description:

Healthy food, social media advertising, consumerresponse, utilitarian value, hedonic value