Overweight and obesity are some of the greatest health challenges of the 21st century and are regarded as one of the principal causes of the cost explosion due to chronic illness. An important part here is played by the messages directed at children by the food industry through frequent advertising of unhealthy products. Despite the high level of topicality and relevance of the subject, the empirical basis for assessment of the effects on product preferences and children’s selection behavior due to implicit persuasion, for example in consequence of integrative forms of advertising such as product placement, is still very weak. Findings on the behavior of younger children gained in real reception and purchasing situations - with all the typically competing influences - are almost entirely lacking. The study meets both challenges with a unique field experiment using two age groups (between 3 and 8 years) in a real-world setting. This is expected to lead to significant conclusions with respect to implications for media and advertising literacy and to make a soundly based contribution to the international debate on the effects of implicit persuasion.
2016 Top Student Paper Award of the ICA Division “Children, Adolescents and the Media” (CAM) for Maren Beaufort’s paper “How Candy Placements in Films Influence Children’s Selection Behavior in Real Life Shopping Scenarios”
In the Media
Maren Beaufort on product placements and their effects on children’s shopping behavior: Ö1 - matrix: „Süße Versuchungen“ (29.05.2016)
Publications and Lectures
Books and Monographs
- (2015). What you see is what you buy: The impact of product placements in films on food choices and buying behavior of young children in a real-world setting..
Articles and Book Chapters
- (2019). How candy placements in films influence childrens` selection behavior in real-life shopping scenarios – An Austrian experimental field study. Journal Of Children And Media, 13, 50-69. doi:10.1080/17482798.2018.1547776.
- (2018). The effects of environmental brand attributes and nature imagery in green advertising on brand attitude and purchase intention. Environmental Communication, 12, 414-429. doi:10.1080/17524032.2017.1308401.
, San Diego, CA
Exploring the role of product placements for children's obesity-related shopping behavior
67th Annual Conference of the International Communication Association (ICA)
The impact of product placements in films on food choices and buying behavior of young children in a real-life setting
6th European Communication Conference of the European Research Communication Association (ECREA)
The moderating role of age on behavioral effects of product placements in a real-world setting
99th Annual Convention of the Association for Education in Journalism and Mass Communication (AEJMC)
Wirkungsbedingungen integrativer Werbeformen in Filmen auf das Produktauswahlverhalten von (Klein-)Kindern und ihre Implikationen für die Entwicklung von Medien- und Konsumentenkompetenz
Seminar, Ludwig Maximilians University (LMU)
How candy placements in films influence children's selection behavior in real-life shopping scenarios
66th annual conference of the International Communication Association (ICA)
Süße Versuchungen: Wie wirkt versteckte Werbung auf Kinder?
Science Inputs der Österreichischen Akademie der Wissenschaften zur Langen Nacht der Forschung 2018
Süße Versuchungen: Product Placement und seine Wirkung auf Kinder [Interview mit Raffael Fritz]
matrix - computer & neue medien (Ö1)