Influência de aspectos psicossociais e situacionais sobre a ecolha alimentar infantil

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

Recent research has demonstrated that advertisements influence individual attitudes and behaviors. Several variables in different levels of analyses can facilitate or inhibit this influence (i.e. intrapersonal, interpersonal, situational and societal). The present research had the objective of studying attitudes and behaviors that children have when faced with healthy and unhealthy food. Rare are the studies in the international literature that show a relation between psychosocial and situational variables in childrens choice. Variables that could influence behavior or attitude with Brazilian children remain unclear when dealing with their food habits. Variables that could influence food choice and food consumption were organized in a model proposed by Story et al. (2002). This work seeks to offer insights into this question by examining different levels of analyses, with special attention to inter and intrapersonal variables, which influence food attitudes and behavior. Study 1 sought to describe the values and persuasion characteristics of 290 TV advertisements directed to children; Study 2 was a correlational study with 250 children focusing on their auto related consumption, scale validation and preliminary model testing, and finally, on Study 3 was performed an experiment with 80 children to verify the strength of attitude under the exposure to TV marketing. Within the analysis level studied, the interpersonal level variables more directly related to the object presented greater relationship with the behavior and attitude in relation to the healthy and unhealthy food. It was also observed that the consumption of healthy food increases the consumption of unhealthy food, with almost no interaction effects. This data suggests that, from the infancy, the multi determinated nature of food habits, including individuals, interpersonal, situational and social conditional and cultural, is related with the choice process.

ASSUNTO(S)

influências psicossociais valência psychosocial and situational influence atitudes attitude human values psicologia social advertising consumo alimentar food consumption valores humanos valence propaganda

ACESSO AO ARTIGO

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