Relationships between Recognition of Characters, Logos and Brands of Tobacco Products, Fast-Food, Soft Drinks and Alcoholic Drinks in Children

Abstract

This research aimed to investigate relationships between the recognition of children's characters, and the association of logos and brands of tobacco products, fast-food, soft drinks and alcoholic beverages in 90 children, aged 4-9 years, from the city of Rio de Janeiro, most of whom are male (56.7%). Age range was chosen based on McNeal's model of consumer behavior which says the consumer is fully formed by the age of 8. The Instrument for assessing Cartoon and Movie Characters (IACMC, α = 0.80, M=0.75, SD=0.16), the Instrument for assessing Cartoon and Movie Logos (IACML α =0.80, M=0.58, SD=0.21) and the Instrument for Assessing Logos and Trademarks Association (IALTA, α=0.74, M=0.53, SD = 0.14) were used. The global scores for recognition of logos correlated significantly with the global scores for recognition of children's characters (r = 0.38, p< 0.01). The model path was drawn from characters to logos and from logos to fast food associations. A direct effect was drawn from fast food over soda and alcohol. Fit was X² (df = 736) = 782.97 (p = 0.112), RMSEA = 0.03 (90% C.I. [0.00, 0.04]) (p = 0.996), CFI = 0.95, TLI = 0.94. The research demonstrated the need for stricter regulations for the advertising of alcoholic beverages, soft drinks and fast-food.