Food advertisement influences food decision making and not nutritional status: a study among university students in Ghana

Background

Consumers are exposed to a wide range of advertisements through different channels daily, which tends to have an influence on their food decision making. The aim of this study was to evaluate the different forms of food advertisements students are exposed to on campus and how they influence their food choices and nutritional status.

Methods

This cross-sectional study was conducted to find out the influence of different forms of food advertisements on students’ food choices and nutritional status. A self-reported semi-structured questionnaire was used to elicit responses from 367 students. About 51.5% of the students were females and 48.5% males. Body Mass index (BMI) was derived from weight and height measured according to standard procedures. Data was analysed and presented as frequencies and percentages. Chi-square was used to determine association between categorical variables (socio-demographic characteristics, food choices and nutritional status).

Results

The students reported ‘use of internet’ (58.9%) as the main source of food advertisement on campus, followed by television (21.0%). A large number of students (74.9%) were affirmative about food advertisements influencing their food decision making. Those with poor nutritional status (underweight, overweight and obese) were more likely to patronize sugar sweetened beverages (10.1%) as compared to fruits and vegetables (1.4%). There was statistical significance (p = 0.003) for type of food patronized due to advertisement and the source of advertisement. However, there was no statistical significance (p = 0.832) for type of food patronized due to advertisement and BMI of students.

Conclusion

Owing to the increased patronage of internet and television as channels of food advertisements by students, policy makers should prioritize the designing and implementation of intervention programmes through these channels that would influence healthy food decision making and promote consumption of nutrient rich foods. As this population has high self-reported advertisements’ influence on food choices, it is vital to investigate further the influence of contextual cues such as environment and advertisement on their eating habits and dietary patterns.

What happens when you compare yourself to a model eating a cheeseburger? An experiment testing the impact of models promoting calorie-dense foods on beliefs about weight maintenance, body satisfaction, and purchase intent

BACKGROUND

Ads depicting models promoting calorie-dense foods and beverages are ubiquitous and no known research has examined their effects on consumers. Drawing from social comparison theory, we hypothesized that participants who viewed ads with models (versus without models) would be more likely to rate models and less likely to rate themselves as able to consume the calorie-dense foods regularly and still maintain their weight/shape. We also hypothesized that participants who viewed ads with models (versus without models) would report more body dissatisfaction and, consistent with consumer research, a greater intention to purchase the product.

METHODS

Participants (N = 168) were randomly assigned to view food or beverage ads with models or without models and completed self-report measures.

RESULTS

Participants who viewed ads without models were more likely to rate themselves and most people as able to consume calorie-dense foods regularly and maintain their weight/shape and reported a greater intention to purchase the product. Consistent with our hypotheses, participants who viewed ads with models reported increased body dissatisfaction.

CONCLUSIONS

Results indicate that consumers' perceptions of their own and others' abilities to regularly consume calorie-dense foods and maintain their weight/shape change based on whether (or not) the calorie-dense foods are promoted by a model. Our findings reveal the nuanced negative effects of calorie-dense food ads with and without models and give insight into the psychological and potential physical health consequences that food ads can have on consumers.