March 2011. Simone de Droog, Moniek Buijzen and Patti Valkenburg will receive a top-paper award of the Health Communication division of the International Communication Association (ICA). The paper entitled “Increasing children’s affective responses toward vegetables by character-product congruence”, will be presented at the annual conference of the ICA in May 2011 in Boston.

March 2011. Simone de Droog, Moniek Buijzen and Patti Valkenburg will receive a top-paper award of the Health Communication division of the International Communication Association (ICA). The paper entitled “Increasing children’s affective responses toward vegetables by character-product congruence”, will be presented at the annual conference of the ICA in May 2011 in Boston.

The paper provides some first insights into how unfamiliar brand characters should be designed in order to make healthy food products more appealing for children. Apart from the familiar television characters (e.g., Dora the Explorer), this study demonstrated that unfamiliar brand characters can be just as effective in increasing the appeal of vegetables when these characters are narratively linked to the product. Examples are a rabbit on a carrot or a monkey on a banana.

 

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