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Food Marketing Family Influence on Food Choices • Family is the major influence on the food choices and habits of its members. • Starting as children due to being fed the same food as the family • As children grow older they develop likes and dislikes – therefore will show preferences for some foods and refuse others. • People outside the family unit will introduce them to new foods • Family members use food to celebrate special occasions during their lives • The influence of your family on your food habits and eating practices will last a lifetime. Influences of Peers • As children age, peers will begin to have a greater influence on both their food choices and their food habits. • The more time that is spent with peers, the more influence they will have • This will start when children go to day care or play school • The more children are exposed to different food habits and practices, the more thy are influenced by them • In the teen years, peers begin to exert a greater influence on their lives, such as food habits, practices, and beliefs about food. Media Influence • Media has a large influence on all our lives because it is all around us, even though we may or may not be aware of it. • Advertisers use the media to sell their products; TV, radio, internet, newspapers, magazines, outdoor ads, direct mail, the Yellow Pages, etc… • Advertisers are also looking for different ways of advertising their products. Products are often used in movies and television shows to get extra exposure. • Advertising during sporting events increases consumer awareness of a product, as well as giving the product a positive image. Advertising Techniques • Advertising can be informative and entertaining • Different techniques are used to entice consumers to purchase their products • Food advertisers use these same techniques to convince people that they want to eat their products. • Limited information – generally only the facts that will encourage you to buy are told to the consumer. Advertising Techniques Cont’ • Positive images – an ad may use images of things that people feel positively about , such as friendship or a good appearance. Advertisers hope that these images will be associated with feelings about a product. • Celebrity endorsement – some ads show popular performers or athletes promoting the product. These celebrities may or may not use the products in real life. • Appeal to basic needs – advertisers may focus on ways the product meets a need for security or self-esteem. They try to convince you that the product will make you look or feel better. Advertising Techniques Cont’ • Scare tactics – advertisers may play on people’s fears of aging or developing a medical condition by claiming that their product prevent or relieve the symptoms or provide essential nutrients. • False claims – ads may make claims that are not true, such as fast or guaranteed results. If a claim sounds too good to be true, it usually is. Advertising Techniques Cont’ • Infomercials – these are tv ads made to look like regular consumers programs or televised news reports. • Besides advertising, companies use other techniques to promote their products. Such as, lending their product name for a sporting event, a movie. • Coupons and eye-catching store displays encourage consumers to buy. • Product packages are even a form of advertising. • • • • • • • • Food: Ads vs. Reality Food Ad Tricks How Subliminal Advertising Tries To Make You Fat Persuasion or Manipulation: Thinking About Advertising Advertising - What psychological tricks do they use? The Corporation - Advertisements Targeting Children Supermarket Psychology Overweight kids in America