1.
Health Mark Q
; 32(1): 48-64, 2015.
Artículo
en Inglés
| MEDLINE
| ID: mdl-25751318
RESUMEN
This study adopts the regulatory fit theory and examines the effects of the celebrity and message fit on children's responses to the promotion of healthy eating. A 2 × 2 experiment was conducted with 87 Hong Kong children ages 11 to 16. The results showed that a regulatory fit between the celebrity focus and the message focus yielded a better affective response. Specifically, children found a poster ad more convincing, liked it more, held more positive feelings, and found the poster ad more interesting in the fit conditions. Implications and future research directions were discussed.