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I eat Milo to make me run faster: how the use of sport in food marketing may influence the food beliefs of young Australians

Conference Paper


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Abstract


  • This paper reports on one of a series of studies exploring the marketing strategies utilised by

    leading Australian food companies that produce and distribute foods that are predominantly

    consumed by children, and consumer responses to these practices. The focus is on the use of

    sport and sporting celebrities to promote food products and the influence of these promotions

    on the food attitudes and preferences of young people. The qualitative research with children

    (6-12 years) and teens (12-14 years) supports results from previous research that branding

    may have an influence on food preferences. Importantly, it also suggests that associating

    particular foods with sports may influence young peoples food beliefs, including their ability

    to accurately judge the nutritional value of foods and their perceptions regarding the types of

    foods which should be eaten by those undertaking physical activity.

Publication Date


  • 2008

Citation


  • Phillipson, L. & Jones, S. C. (2008). I eat Milo to make me run faster: how the use of sport in food marketing may influence the food beliefs of young Australians. In D. Spanjaard, S. Denize & N. Sharma (Eds.), Australia and New Zealand Marketing Academy Conference (pp. 1-7). Sydney, Australia: Australian and New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3332&context=hbspapers

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/2279

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Sydney, Australia

Abstract


  • This paper reports on one of a series of studies exploring the marketing strategies utilised by

    leading Australian food companies that produce and distribute foods that are predominantly

    consumed by children, and consumer responses to these practices. The focus is on the use of

    sport and sporting celebrities to promote food products and the influence of these promotions

    on the food attitudes and preferences of young people. The qualitative research with children

    (6-12 years) and teens (12-14 years) supports results from previous research that branding

    may have an influence on food preferences. Importantly, it also suggests that associating

    particular foods with sports may influence young peoples food beliefs, including their ability

    to accurately judge the nutritional value of foods and their perceptions regarding the types of

    foods which should be eaten by those undertaking physical activity.

Publication Date


  • 2008

Citation


  • Phillipson, L. & Jones, S. C. (2008). I eat Milo to make me run faster: how the use of sport in food marketing may influence the food beliefs of young Australians. In D. Spanjaard, S. Denize & N. Sharma (Eds.), Australia and New Zealand Marketing Academy Conference (pp. 1-7). Sydney, Australia: Australian and New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3332&context=hbspapers

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/2279

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Sydney, Australia