Parental Perceptions and Exposure to Advertising of Toddler Milk: A Pilot Study with Latino Parents
Abstract
:1. Introduction
2. Materials and Methods
2.1. Participants
2.2. Procedures
2.3. Measures
2.4. Analysis
3. Results
3.1. Demographic Characteristics
3.2. Familiarity and Purchase Behaviors
3.3. Perceptions of Healthfulness and Product Claims
3.4. Advertising Exposure and Conversations
4. Discussion
5. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Overall | |||
---|---|---|---|
N | % | ||
Age | |||
18–29 years | 11 | 19 | |
30–39 years | 30 | 52 | |
40–49 years | 16 | 28 | |
50+ years | 1 | 2 | |
Mean in years (SD) | 35.8 | 6.8 | |
Gender | |||
Male | 1 | 2 | |
Female | 56 | 98 | |
Latino | 58 | 100 | |
Years Lived in the US | |||
Born in the US | 5 | 9 | |
More than 10 years | 42 | 75 | |
10 years or less | 9 | 16 | |
Educational Attainment | |||
Less than a high school degree | 21 | 39 | |
High school degree | 28 | 52 | |
Four-year college degree | 4 | 7 | |
Graduate degree | 1 | 2 | |
Household Income | |||
$0–$24,999 | 46 | 82 | |
$25,000–$49,999 | 9 | 16 | |
$50,000–$74,999 | 0 | 0 | |
$75,000+ | 1 | 2 | |
Used SNAP in the Last Year | 19 | 33 | |
Number of Children in Household (0–18 years) | |||
1 | 11 | 19 | |
2 | 31 | 53 | |
3 | 12 | 21 | |
4 or more | 4 | 7 | |
Young Children (0–3 years) in Household | 14 | 24 | |
Body Mass Index | |||
Underweight (<18.5) | 2 | 5 | |
Healthy weight (18.5–24.9) | 8 | 18 | |
Overweight (25.0–29.9) | 12 | 27 | |
Obese (30 or above) | 22 | 50 | |
Language of Survey Administration | |||
Spanish | 48 | 83 | |
English | 6 | 10 | |
Both Spanish and English | 4 | 7 | |
Preferred Language to Speak at Home | |||
Mostly or only English | 4 | 7 | |
Mostly or only Spanish | 40 | 73 | |
Equally Spanish and English | 11 | 20 | |
Ever Seen Toddler Milk in Retail Setting | 53 | 93 | |
Number of Times Purchased Toddler Milk | |||
0 times | 32 | 56 | |
1–2 times | 9 | 16 | |
3–4 times | 2 | 4 | |
5–9 times | 2 | 4 | |
10 or more times | 12 | 21 |
Theme | Description | Exemplary Quote | Prevalence of Theme among Parent Responses * | |
---|---|---|---|---|
N | % | |||
Growth | Reference to the words grow, growth, or growing or more general references to getting bigger, stronger, or taller | “It helps children to grow.” | 21 | 40 |
Vitamins, minerals, and nutrients | Reference to the product containing nutrients, vitamins, or minerals | “It helps children to grow healthy and it has many vitamins for children.” | 18 | 35 |
General development | Reference to general or physical development | “It tells me that it will help my child to have a healthier development.” | 7 | 13 |
Immunity and illness prevention | Reference to the immune system, immunity, illness, germs, defense, protection, or sickness | “It provides vitamins and nutrients that will prevent your child from having a weak immune system or fragile bones.” | 4 | 8 |
Bone or muscle | Reference to bone or muscle growth or development | “It helps them to have stronger bones.” | 4 | 8 |
General health promotion | Reference to the product being healthy, promoting health, or being good for you or for children | “It is healthy for children.” | 3 | 6 |
Meal or milk substitute | Reference to the product being a solution to picky eating or being used as a substitute for regular milk, breastmilk, or other foods | “Giving extra support that a child might not be getting in their regular meals. Maybe they don’t eat as much fruit or veggies and this might help with that part of their diet.” | 3 | 6 |
Other ingredients | Reference to other ingredients such as macronutrients (protein, fat, carbohydrates, sugar), probiotics, hormones, additives | “That it contains artificial vitamins to boost children growth, genetically engineered hormones in the milk.” | 2 | 4 |
Skeptical or misleading | Reference to the claim being misleading or untrue or expression of skepticism about the claim | “The truth is, I don’t think it is healthy to consume it.” | 2 | 4 |
Brain or cognition | Reference to brain growth or development or cognitive or mental development | “It contributes to children’s bone growth and brain development.” | 2 | 4 |
Positive perception (not-health related) | Reference to the product quality, generally liking the product or other positive perceptions | “It is good milk for children that are growing.” | 1 | 2 |
Theme | Description | Example Quote | Prevalence of Theme among Parent Responses * | |
---|---|---|---|---|
N | % | |||
Immunity and illness prevention | Reference to the immune system, immunity, illness, germs, defense, protection, or sickness | “Helps them from not getting sick as often or getting stronger in fighting off any type of infection.” | 31 | 67 |
Vitamins, minerals, and nutrients | Reference to the product containing nutrients, vitamins, or minerals | “It helps boost their immune system by providing key vitamins.” | 3 | 7 |
Skeptical or misleading | Reference to the claim being misleading or untrue or expression of skepticism about the claim | “I’m not sure that this is true.” | 2 | 4 |
Growth | Reference to the words grow, growth, or growing or more general references to getting bigger, stronger, or taller | “It helps to prevent sickness. It makes children stronger.” | 2 | 4 |
General health promotion | Reference to the product being healthy, promoting health, or being good for you or for children | “It strengthens your stomach.” | 1 | 2 |
General development | Reference to general or physical development | “It can help them to develop more quickly and get sick less I think.” | 1 | 2 |
Positive perception (not-health related) | Reference to the product quality, generally liking the product or other positive perceptions | “Well I think it is good, I don’t know.” | 1 | 2 |
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Duffy, E.W.; Taillie, L.S.; Richter, A.P.C.; Higgins, I.C.A.; Harris, J.L.; Hall, M.G. Parental Perceptions and Exposure to Advertising of Toddler Milk: A Pilot Study with Latino Parents. Int. J. Environ. Res. Public Health 2021, 18, 528. https://doi.org/10.3390/ijerph18020528
Duffy EW, Taillie LS, Richter APC, Higgins ICA, Harris JL, Hall MG. Parental Perceptions and Exposure to Advertising of Toddler Milk: A Pilot Study with Latino Parents. International Journal of Environmental Research and Public Health. 2021; 18(2):528. https://doi.org/10.3390/ijerph18020528
Chicago/Turabian StyleDuffy, Emily W., Lindsey S. Taillie, Ana Paula C. Richter, Isabella C. A. Higgins, Jennifer L. Harris, and Marissa G. Hall. 2021. "Parental Perceptions and Exposure to Advertising of Toddler Milk: A Pilot Study with Latino Parents" International Journal of Environmental Research and Public Health 18, no. 2: 528. https://doi.org/10.3390/ijerph18020528