Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 48-64 |
| Number of pages | 17 |
| Journal | Health Marketing Quarterly |
| Volume | 32 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2 Jan 2015 |
Scopus Subject Areas
- Health Professions(all)
- Marketing
User-Defined Keywords
- celebrity
- children
- health promotion
- healthy eating
- obesity
- regulatory fit
