The impact of mascots in the children's consumption of food products: a study of the Central Region of Portugal

• Autor(a) principal: Cruz, Ana Patrícia
• Data de Publicação: 2014
• Outros Autores: Estima, Ana, Vieira, Elisabete
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/ei.v0i8.5962

This document aims to shows the results of a study of the Child Consumer, where an analysis was made regarding the supposed influence that advertising mascots play in the choice of some consumer products. To validate this analysis, a qualitative survey was developed in the form as an interview, with children aged 6 to 10 years of age in primary schools in the central region. The children were confronted with certain products, some with own-label branding, other well-known brands without resembling spokes-characters or mascots and still other products fully presenting the brand and associated spokes-character - and was asked to opt for one of them. This resulted in a assessment of how far is that the mascots used by some of the brands in our market leverage or not the choice of their products by children and consequently the potential buyers: parents, grandparents a survey, and others. The results show a significant influence of spokes-characters on children's consumption. Although the reasons given to support this option, they do not seem consistent. This study also revealed a growing concern in keeping children healthy eating habits as a result of many campaigns undertaken by schools and / or family education.