- LoginAccess your ApplicationOr learn more about our programmes and applyAccess MyINSEAD
Professor of Marketing
Child Consumers; Food Choices; Persuasive Communication; Marketing Influence; Socializing Agents; Child Development
Albuquerque P., Brucks M., Campbell M., Chan K., Maimaran M., McAlister A. R. (2018). Persuading Children: a Framework for Understanding Long-Lasting Influences on Children’s Food Choices Customer Needs and Solutions, 5(1-2), pp. 38-50.
In this paper, the authors present a framework for understanding long-lasting influences on children’s food purchase choices and consumption. The framework interacts the characteristics of agents (i.e., children and parents/caretakers) with marketing-related effects to explain how these agents make short- and long-term decisions in the food category.The authors develop each of the components of our framework with different theories and multiple empirical examples, focusing on how children develop their food preferences and how their understanding of and resistance to persuasion and marketing messages may influence choices.Overall, the presented approach suggests firms, consumers, and parents can benefit from taking these factors into account when making choices that affect children and when allowing children to make their own choices.