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首页> 美国卫生研究院文献>International Journal of Environmental Research and Public Health >Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging
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Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging

机译：量化儿童吸引力：用于评估产品包装儿童吸引人营销的方法的开发和混合方法

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There is no standardized or validated definition or measure of “child-appeal” used in food and beverage marketing policy or research, which can result in heterogeneous outcomes. Therefore, this pilot study aimed to develop and validate the child-appealing packaging (CAP) coding tool, which measures the presence, type, and power of child-appealing marketing on food packaging based on the marketing techniques displayed. Children (n = 15) participated in a mixed-methods validation study comprising a binary classification (child-appealing packaging? Yes/No) and ranking (order of preference/marketing power) activity using mock breakfast cereal packages (quantitative) and focus group discussions (qualitative). The percent agreement, Cohen’s Kappa statistic, Spearman’s Rank correlation, and cross-classification analyses tested the agreement between children’s and the CAP tool’s evaluation of packages’ child-appeal and marketing power (criterion validity) and the content analysis tested the relevance of the CAP marketing techniques (content validity). There was an 80% agreement, and “moderate” pairwise agreement (κ [95% CI]: 0.54 [0.35, 0.73]) between children/CAP binary classifications and “strong” correlation (rs [95% CI]: 0.78 [0.63, 0.89]) between children/CAP rankings of packages, with 71.1% of packages ranked in the exact agreement. The marketing techniques included in the CAP tool corresponded to those children found pertinent. Pilot results suggest the criterion/content validity of the CAP tool for measuring child-appealing marketing on packaging in accordance with children’s preferences.
机译：在食品和饮料营销政策或研究中使用的“儿童上诉”没有标准化或验证的定义或衡量标准化或衡量“儿童吸引”，这可能导致异质成果。因此，该试点研究旨在开发和验证儿童吸引人的包装（CAP）编码工具，该工具根据显示的营销技术测量食品包装上的儿童吸引人营销的存在，类型和力量。儿童（n = 15）参与了一个混合方法的验证研究，包括二进制分类（儿童吸引人的包装？是/否）和使用模拟早餐谷物包（定量）和焦点组的排名（优先级/营销电力）活动讨论（定性）。协议百分比，Cohen的Kappa统计，Spearman's等级相关性以及跨分类分析测试了儿童和CAP工具对包装的诉讼和营销权（标准有效性）之间的协议，内容分析测试了帽的相关性营销技巧（内容有效期）。有80％的协议和“适度”成对协议（κ[95％CI]：0.54 [0.35,0.73]）儿童/帽二进制分类和“强”相关性（RS [95％CI]：0.78 [0.63] 3.89]）包之间的儿童/帽子排名，71.1％的包裹在确切的协议中排名。 CAP工具中包含的营销技术对应于涉及的那些儿童。试点结果表明，按照儿童偏好测量包装上的儿童吸引人营销的帽工具的标准/内容有效性。

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