Taking advantage of a vulnerable group? Emotional cues in ads targeting parents

Julie Stanton, Deirdre T. Guion

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

Parents of small children regularly face challenges that are new to them, creating uncertainties and stress that complicate their decision-making processes. In this vulnerable state, parents may be susceptible to emotional appeals in advertisements in ways that influence their knowledge formation, food choices, and perceptions of self. In this study, we use a combination of content analysis and interviews to examine the use of emotional appeals, particularly guilt and fear, in food ads and how parents respond to them. We find that guilt is more frequently used in ads that target parents than has been shown for other audiences, and that parents often express negative self-images and coping strategies when viewing them.

Original languageEnglish (US)
Pages (from-to)485-517
Number of pages33
JournalJournal of Consumer Affairs
Volume47
Issue number3
DOIs
StatePublished - Sep 1 2013

Fingerprint

parents
guilt
Group
appeal
food
self-image
decision-making process
content analysis
coping
Guilt
Targeting
Emotion
uncertainty
anxiety
interview
Self-image
Food
Content analysis
Coping strategies
Uncertainty

All Science Journal Classification (ASJC) codes

  • Sociology and Political Science
  • Economics, Econometrics and Finance(all)

Cite this

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Taking advantage of a vulnerable group? Emotional cues in ads targeting parents. / Stanton, Julie; Guion, Deirdre T.

In: Journal of Consumer Affairs, Vol. 47, No. 3, 01.09.2013, p. 485-517.

Research output: Contribution to journalArticle

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