Document Type

Conference Proceeding

Publisher

School of Marketing, Tourism and Leisure, Edith Cowan University

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

13179

Comments

This article was originally published as: Lambert, C., & Mizerski, R. (2011). Kids, toys and fast food: An unhealthy mix?. Paper presented at the 2011 Australian and New Zealand Marketing Academy Conference (ANZMAC), Perth Exhibition Centre, Perth, Western Australia. Original article available here

Abstract

Increasingly the fast food industry is scrutinised for marketing toy premiums towards young children. Toy premiums are claimed to lure young children to consume unhealthy meal offerings, pester parents, encourage materialism and ultimately lead to a rise in childhood obesity. Numerous studies have commented on the use of toy premiums as a marketing technique, but little research has been conducted on the actual effectiveness of toy premiums targeted to children on consumer purchase behaviour at the point of purchase. This study, investigates the use of a child targeted toy premium (Snoopy) by a fast food company (McDonald’s), and its effect in the buyers’ purchases.

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