Cognitive Mediators of the Relationship Between Peruvian Children’s TV Exposure and Unhealthy Food Habits Within the Reasoned Action Approach

• In Event: Adolescents, Family, Aging: High Density Panel in Health Communication

Abstract

This study shows the cognitive mechanism by which television exposure influences children’s decisions to eat unhealthy foods in the context of Peru, a higher income country according to the World Bank. Relying on data collected from children (n=289), and within the context of the Reasoned Action Approach, we found that attitudes, but not injunctive or descriptive norms, mediated the association between television exposure and intentions to eat unhealthy snacks. Further, intentions were associated with unhealthy food habits. Interestingly, we found a positive association between television exposure and injunctive norms, which deserves particular attention from practitioners interested in designing public health interventions. These results have policy implications, because the Peruvian government will soon regulate the food advertising landscape targeted at children and adolescents.

Author

• Peter Busse, Instituto de Estudios Peruanos