Feasting on Advertisements: Investigating the Influence of Different Food Advertisements on TikTok

Thomas Floris Van Schaik

Abstract


Penelitian ini menginvestigasi bagaimana jenis iklan yang berbeda di TikTok (konsumsi vs. berbasis produk) dan jenis makanan yang berbeda (makanan sehat vs. makanan tidak sehat) mempengaruhi norma sosial, sikap, dan niat berperilaku orang dewasa muda. Pemahaman yang lebih komprehensif tentang topik ini sangat penting karena kekhawatiran mengenai peningkatan konsumsi makanan tidak sehat oleh orang dewasa muda. Kekhawatiran ini dapat dikaitkan dengan paparan iklan makanan tidak sehat yang sering terjadi di platform media sosial seperti TikTok. Desain survei within-subject melalui Google Forms digunakan untuk menilai dampak variabel yang dimanipulasi (jenis makanan dan jenis iklan) terhadap variabel lainnya (norma sosial, sikap, dan niat berperilaku). Hasilnya menunjukkan bahwa jenis iklan memiliki dampak positif terhadap sikap. Sebaliknya, jenis iklan tidak berpengaruh signifikan terhadap variabel norma sosial dan niat berperilaku. Namun, efek gabungan dari jenis iklan dan jenis makanan memiliki efek positif pada niat berperilaku. Secara khusus, iklan konsumtif untuk makanan tidak sehat menunjukkan efek positif pada niat berperilaku. Selain itu, sikap positif terhadap iklan makanan juga sangat terkait dengan niat berperilaku yang lebih tinggi. Temuan penelitian ini menunjukkan perlunya penelitian lebih lanjut karena hubungan yang kompleks antara jenis iklan, jenis makanan, sikap, norma sosial, dan niat berperilaku, serta pengaruh faktor-faktor berpengaruh lainnya.

Keywords


Attitude, behavioral intention, food advertisements, social norm and TikTok

Full Text:

PDF

References


Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918. https://doi.org/10.1037/0033-2909.84.5.888

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing (Vol. 48, Issue 1, pp. 79–95). Springer Science+Business Media. https://doi.org/10.1007/s11747-019-00695-1

Becker, M. H. (1974). The Health Belief Model and Sick Role Behavior. Health Education Monographs, 2(4), 409–419. https://doi.org/10.1177/109019817400200407

Boyland, E., Jewell, J., Zalnieriute, M., Handsley, E., & Breda, J. (2016). Tackling food marketing to children in a digital world: trans-disciplinary perspectives. https://www.euro.who.int/__data/assets/pdf_file/0017/322226/Tackling-food-marketing-children-digital-world-trans-disciplinary-perspectives-en.pdf

Bragg, M. A., Pageot, Y. K., Amico, A., Miller, A. N., Gasbarre, A., Rummo, P. E., & Elbel, B. (2020). Fast food, beverage, and snack brands on social media in the United States: An examination of marketing techniques utilized in 2000 brand posts. Pediatric Obesity, 15(5). https://doi.org/10.1111/ijpo.12606

Brewer, N. T., DeFrank, J. T., & Gilkey, M. B. (2016). Anticipated regret and health behavior: A meta-analysis. Health Psychology, 35(11), 1264–1275. https://doi.org/10.1037/hea0000294

Bruce, A. S., Pruitt, S. W., Ha, O.-R., Cherry, J. B. C., Smith, T. R., Bruce, J. M., & Lim, S.-L. (2016). The Influence of Televised Food Commercials on Children’s Food Choices: Evidence from Ventromedial Prefrontal Cortex Activations. The Journal of Pediatrics, 177, 27-32.e1. https://doi.org/10.1016/j.jpeds.2016.06.067

Burger, K. S., Cornier, M. A., Ingebrigtsen, J., & Johnson, S. L. (2011). Assessing food appeal and desire to eat: the effects of portion size & energy density. International Journal of Behavioral Nutrition and Physical Activity, 8(1), 101. https://doi.org/10.1186/1479-5868-8-101

Chen, M.-F. (2017). Modeling an extended theory of planned behavior model to predict intention to take precautions to avoid consuming food with additives. Food Quality and Preference, 58, 24–33. https://doi.org/10.1016/j.foodqual.2017.01.002

Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Compliance and Conformity. Annual Review of Psychology, 55(1), 591–621. https://doi.org/10.1146/annurev.psych.55.090902.142015

Cialdini, R. B., Kallgren, C. A., & Reno, R. R. (1991). A Focus Theory of Normative Conduct: A Theoretical Refinement and Reevaluation of the Role of Norms in Human Behavior (pp. 201–234). https://doi.org/10.1016/S0065-2601(08)60330-5

Coates, A. E., Hardman, C. A., Halford, J. C. G., Christiansen, P., & Boyland, E. J. (2019). Social Media Influencer Marketing and Children’s Food Intake: A Randomized Trial. Pediatrics, 143(4). https://doi.org/10.1542/peds.2018-2554

Cornil, Y., & Chandon, P. (2016). Pleasure as an ally of healthy eating? Contrasting visceral and Epicurean eating pleasure and their association with portion size preferences and wellbeing. Appetite, 104, 52–59. https://doi.org/10.1016/j.appet.2015.08.045

de Groot, J. I. M., Bondy, K., & Schuitema, G. (2021). Listen to others or yourself? The role of personal norms on the effectiveness of social norm interventions to change pro-environmental behavior. Journal of Environmental Psychology, 78, 101688. https://doi.org/10.1016/j.jenvp.2021.101688

Delormier, T., Frohlich, K. L., & Potvin, L. (2009). Food and eating as social practice - understanding eating patterns as social phenomena and implications for public health. Sociology of Health & Illness, 31(2), 215–228. https://doi.org/10.1111/j.1467-9566.2008.01128.x

Dixon, H., Scully, M., Gascoyne, C., & Wakefield, M. (2020). Can counter-advertising diminish persuasive effects of conventional and pseudo-healthy unhealthy food product advertising on parents?: an experimental study. BMC Public Health, 20(1), 1781. https://doi.org/10.1186/s12889-020-09881-1

Dixon, H., Scully, M., Wakefield, M., White, V., & Crawford, D. (2007). The effects of television advertisements for junk food versus nutritious food on children’s food attitudes and preferences. Social Science & Medicine, 65(7), 1311–1323. https://doi.org/10.1016/j.socscimed.2007.05.011

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Falk, E. B., Berkman, E. T., Mann, T., Harrison, B., & Lieberman, M. D. (2010). Predicting Persuasion-Induced Behavior Change from the Brain. Journal of Neuroscience, 30(25), 8421–8424. https://doi.org/10.1523/JNEUROSCI.0063-10.2010

Folkvord, F., Roes, E., & Bevelander, K. (2020). Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions. BMC Public Health, 20(1), 1677. https://doi.org/10.1186/s12889-020-09779-y

Forwood, S. E., Ahern, A. L., Hollands, G. J., Ng, Y.-L., & Marteau, T. M. (2015). Priming healthy eating. You can’t prime all the people all of the time. Appetite, 89, 93–102. https://doi.org/10.1016/j.appet.2015.01.018

Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21(1), 1–31. https://doi.org/10.1086/209380

Gearhardt, A. N. (2011a). Neural Correlates of Food Addiction. Archives of General Psychiatry, 68(8), 808. https://doi.org/10.1001/archgenpsychiatry.2011.32

Gearhardt, A. N. (2011b). Neural Correlates of Food Addiction. Archives of General Psychiatry, 68(8), 808. https://doi.org/10.1001/archgenpsychiatry.2011.32

Glantz, K., Rimer, B., & Viswanath, K. (2008). Health Behaviour and Health Education Theory, Research, and Practice. 4th Edition, Jossey-Bass, San Francisco. - References - Scientific Research Publishing. https://www.researchgate.net/profile/Edwin-Fisher/publication/43508113_Ecological_Models_of_Health_Behavior/links/5675959108aebcdda0e46cab/Ecological-Models-of-Health-Behavior.pdf

Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion. Journal of Marketing Research, 46(3), 384–395. https://doi.org/10.1509/jmkr.46.3.384

Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health Psychology, 28(4), 404–413. https://doi.org/10.1037/a0014399

Harris, J. L., Brownell, K. D., & Bargh, J. A. (2009). The Food Marketing Defense Model: Integrating Psychological Research to Protect Youth and Inform Public Policy. Social Issues and Policy Review, 3(1), 211–271. https://doi.org/10.1111/j.1751-2409.2009.01015.x

Higgs, S. (2015). Social norms and their influence on eating behaviours. Appetite, 86, 38–44. https://doi.org/10.1016/j.appet.2014.10.021

Higgs, S., & Thomas, J. (2016). Social influences on eating. Current Opinion in Behavioral Sciences, 9, 1–6. https://doi.org/10.1016/j.cobeha.2015.10.005

Jia, S. S., Wardak, S., Raeside, R., & Partridge, S. R. (2022). The Impacts of Junk Food on Health. Frontiers for Young Minds, 10. https://doi.org/10.3389/frym.2022.694523

Kenan, J. (2022). 11 overlooked social media benefits for business. https://sproutsocial.com/insights/benefits-of-social-media/

Kumar, A. (2012). Factors associated with obesity in children. International Journal of Human Sciences.

Mayo. (2023). Carbohydrates: How carbs fit into a healthy die. Mayo Clinic. https://www.mayoclinic.org/healthy-lifestyle/nutrition-and-healthy-eating/in-depth/carbohydrates/art-20045705

Miller, D. T., & Prentice, D. A. (2016). Changing Norms to Change Behavior. Annual Review of Psychology, 67(1), 339–361. https://doi.org/10.1146/annurev-psych-010814-015013

Molenaar, A., Saw, W. Y., Brennan, L., Reid, M., Lim, M. S. C., & McCaffrey, T. A. (2021a). Effects of Advertising: A Qualitative Analysis of Young Adults’ Engagement with Social Media About Food. Nutrients, 13(6), 1934. https://doi.org/10.3390/nu13061934

Molenaar, A., Saw, W. Y., Brennan, L., Reid, M., Lim, M. S. C., & McCaffrey, T. A. (2021b). Effects of Advertising: A Qualitative Analysis of Young Adults’ Engagement with Social Media About Food. Nutrients, 13(6), 1934. https://doi.org/10.3390/nu13061934

Nederpel, A. (2022). TikTok, Instagram & Twitter opvallendste platforms in socialmedia-onderzoek 2022. https://www.frankwatching.com/archive/2022/01/31/socialmedia-onderzoek-2022/

Page, R. M., & Brewster, A. (2009). Depiction of Food as Having Drug-like Properties in Televised Food Advertisements Directed at Children: Portrayals as Pleasure Enhancing and Addictive. Journal of Pediatric Health Care, 23(3), 150–157. https://doi.org/10.1016/j.pedhc.2008.01.006

Pavlov, I. P. (1927). Conditioned Reflexes. https://www.psychologywizard.net/uploads/2/6/6/4/26640833/pavlov_lecture_18.pdf

Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion (pp. 123–205). https://doi.org/10.1016/S0065-2601(08)60214-2

Poor, M., Duhachek, A., & Krishnan, H. S. (2013a). How Images of Other Consumers Influence Subsequent Taste Perceptions. Journal of Marketing, 77(6), 124–139. https://doi.org/10.1509/jm.12.0021

Poor, M., Duhachek, A., & Krishnan, H. S. (2013b). How Images of Other Consumers Influence Subsequent Taste Perceptions. Journal of Marketing, 77(6), 124–139. https://doi.org/10.1509/jm.12.0021

Qutteina, Y., Hallez, L., Mennes, N., De Backer, C., & Smits, T. (2019). What Do Adolescents See on Social Media? A Diary Study of Food Marketing Images on Social Media. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.02637

Romana Puggelli, F., & Bertolotti, M. (2014). Healthy and unhealthy food in Italian television ads for adults and children. Young Consumers, 15(1), 58–67. https://doi.org/10.1108/YC-03-2013-00364

Roose, G., & Mulier, L. (2020a). Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising. Foods, 9(1), 51. https://doi.org/10.3390/foods9010051

Roose, G., & Mulier, L. (2020b). Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising. Foods, 9(1), 51. https://doi.org/10.3390/foods9010051

Scalvedi, M. L., Gennaro, L., Saba, A., & Rossi, L. (2021). Relationship Between Nutrition Knowledge and Dietary Intake: An Assessment Among a Sample of Italian Adults. Frontiers in Nutrition, 8. https://doi.org/10.3389/fnut.2021.714493

Smith, R., Kelly, B., Yeatman, H., & Boyland, E. (2019). Food Marketing Influences Children’s Attitudes, Preferences and Consumption: A Systematic Critical Review. Nutrients, 11(4), 875. https://doi.org/10.3390/nu11040875

STEPTOE, A., POLLARD, T. M., & WARDLE, J. (1995). Development of a Measure of the Motives Underlying the Selection of Food: the Food Choice Questionnaire. Appetite, 25(3), 267–284. https://doi.org/10.1006/appe.1995.0061

Strack, F., & Deutsch, R. (2004). Reflective and Impulsive Determinants of Social Behavior. Personality and Social Psychology Review, 8(3), 220–247. https://doi.org/10.1207/s15327957pspr0803_1

Verstuyf, J., Patrick, H., Vansteenkiste, M., & Teixeira, P. J. (2012). Motivational dynamics of eating regulation: a self-determination theory perspective. International Journal of Behavioral Nutrition and Physical Activity, 9(1), 21. https://doi.org/10.1186/1479-5868-9-21

Volkow, N. D., Wise, R. A., & Baler, R. (2017). The dopamine motive system: implications for drug and food addiction. Nature Reviews Neuroscience, 18(12), 741–752. https://doi.org/10.1038/nrn.2017.130

Webb, D. J., & Mohr, L. A. (1998). A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned. Journal of Public Policy & Marketing, 17(2), 226–238. https://doi.org/10.1177/074391569801700207

Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.803348




DOI: https://dx.doi.org/10.36080/comm.v14i2.2513

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Communication

Creative Commons License
This work is licensed under a
Creative Commons Attribution-ShareAlike 4.0 International License.

Visit to our university official website: www.budiluhur.ac.id