Campus Units

Marketing

Document Type

Article

Publication Version

Accepted Manuscript

Publication Date

5-1-2010

Journal or Book Title

Journal of Marketing

Volume

74

Issue

3

First Page

93

Last Page

106

DOI

10.1509/jmkg.74.3.093

Abstract

This research examines how school administrators can motivate children to make more healthful food choices using incentives, pledges, and competitions as interventions. A six-month field study was conducted across 55 elementary and middle schools, and the authors analyzed the data using a two-level Bayesian hierarchical linear model. All three interventions increased the choice of fruits and vegetables (the proportion of children choosing additional servings increased 3 to 24 percentage points) ten weeks after the interventions ended. However, younger (Grades 1 and 2) and older (Grades 3–8) children responded differently to the interventions. Although both younger and older children responded more favorably to the competition intervention than to the pledge or incentive interventions, the effects of the competition and incentive interventions were more pronounced among the younger children. A second field study, also with schoolchildren, examined the role of pledge reminders on adherence to the pledge. The presence of a visible reminder of a pledge resulted in significantly better outcomes than no reminder of a pledge.

Comments

This accepted article is published as Sekar Raju, Priyali Rajagopal, and Timothy Gilbride (2010), “Marketing Healthful Eating to Children: The Effectiveness of Incentives, Pledges and Competitions.” Journal of Marketing, 74(3);93-106. Doi: 10.1509/jmkg.74.3.093. Posted with permission.

Copyright Owner

American Marketing Association

Language

en

File Format

application/pdf

Published Version

Share

COinS