- ICH GCP
- USA klinikai vizsgálatok nyilvántartása
- Klinikai vizsgálat NCT04294121
Can a Coding Tool Accurately Evaluate How Kids Respond to Marketing on Food Packaging?
Testing the Validity of a Novel Method for Identifying and Measuring Child-appealing Marketing on Product Packaging Using Focus Groups of School-aged Children (<13 Years) and Their Parents.
A tanulmány áttekintése
Állapot
Körülmények
Beavatkozás / kezelés
Részletes leírás
RATIONALE & OBJECTIVES
In Canada, the Child Health Protection Act (Bill S-228) was introduced in September 2016 by Senator Greene Raine to amend the current Food and Drugs Act to prohibit food and beverage marketing directed at children under 13 years of age. Shortly after, to support Bill S-228, Health Canada committed to introducing marketing restrictions as part of its Healthy Eating Strategy. The proposed restrictions will apply to a broad range of marketing platforms, including product packaging, which has been shown to be a top source of children's exposure to food and beverage advertising. Research has also assessed child-appealing marketing within the packaged food environment in Canada; however, these studies are limited due to the significant heterogeneity in the criteria that has been used for identifying child-appealing marketing techniques, with most only recording a few broad techniques, thus hindering their ability to capture the full scope of this marketing practice. Furthermore, despite recommendations from the World Health Organization (WHO) to limit both the exposure and the power of child-appealing marketing, there has been no formal quantification of the power of child-appealing marketing on product packaging.
In response to this gap, the child-appealing packaging (CAP) coding tool was developed to systematically assess the extent, nature and power of child-appealing marketing on product packaging. However, the CAP tool requires formal validation before being implemented in practice. This study will test the criterion and content validity of the CAP tool. Criterion validity is defined as the "extent to which the method is accurately based on an externally derived gold standard; examines whether method correlates in a predicted manner with variables with which, theoretically, it should correlate". Content validity is defined as the "extent to which the system covers the full range of meaning for the concept being measured".
Upon the validation of the CAP tool, its application will enable a comprehensive and updated assessment of the current Canadian marketing environment and be crucial to our ability to continue to accurately track the presence of child-appealing marketing in Canada. Findings from the use of the CAP tool will help inform ongoing policy and regulatory development and provide baseline data from which to monitor the 5-year impact of Bill S-228 as part of the mandatory monitoring period which will be implemented with the legislation.
Objectives: The objectives of this study are to use a product classification activity and focus groups of children and their parents to:
- Test the criterion validity of the CAP tool by comparing: a) How the CAP tool distinguishes between child-appealing and non-child-appealing products with how children and parents distinguish between these types of products and b) how the CAP tool scores the marketing power of a product's packaging with how children and parents rank their preference of products with child-appealing marketing with varying marketing power
- Test the content validity of the CAP tool by comparing the marketing techniques included in the tool with the aspects of packaging that children and parents identify as important for appealing to children and parents.
Hypothesis: It is hypothesized that the CAP tool's distinction between child-appealing and non-child-appealing products, scoring of marketing power, and inclusion of marketing techniques will align with how children and parents respond to child-appealing products.
Significance: This research will be conducted as part of a grant funded by the Joannah and Brian Lawson Centre for Child Nutrition entitled "Evaluating Food Environment Policies to Support Healthy Eating among Children" as well as a Project Grant funded by the Canadian Institutes of Health Research entitled "The IMPACT of food environment policies on the Canadian food supply, dietary intakes and health: evidence to inform policy action". The research team will share the results of this study with Health Canada to inform the monitoring of the impact of Bill S-228 on reducing the exposure and power of child-appealing marketing on product packaging. Results will be presented at scientific conferences and published in the peer-reviewed scientific literature. Results will also be shared with the participants through infographics or other lay materials provided to the participating Centres and available on our lab website (labbelab.utoronto.ca).
METHODOLOGICAL OVERVIEW
This mixed methods validation study will compare children and parent's assessments of child-appealing products with the CAP tool's assessments of child-appealing products. This validity testing will be conducted through a brief classification activity, followed by focus group discussions with children and parents. The sessions for children and parents will be conducted separately, but concurrently. Given that the primary goal of the CAP tool is to identify and score marketing on product packaging that may appeal to children, this study will use children to validate the CAP tool's ability to score products that appeal to them. Furthermore, since parents are the primary purchasers of the food that children consume, we aim to validate the CAP tool's ability to score products that may appeal to parents when they are purchasing for their children, as increased marketing to parents may be an unintended consequence of restricting child-appealing marketing.
Child-appealing Packaging (CAP) coding tool: Drawing on a comprehensive list of marketing techniques derived from a review of the scientific literature, the CAP tool was developed to measure the extent, nature and power of child-appealing marketing on product packaging. Despite the knowledge that the number of marketing instances that occur on a package can increase the persuasiveness or intensity of the marketing message, and WHO recommendations to limit both the exposure and power of child-appealing marketing, there has been no formal quantification of marketing power as it relates to child-appealing food and beverage products. The CAP tool provides a novel method for assessing this construct.
Design of sample products: In order to reduce any response bias based on brand-familiarity or preference, a set of 6 mock breakfast cereal packages were designed for use in this study. Cereals were chosen as the example product type given their frequent display of child-appealing marketing on packaging and because they are a food category that is commonly consumed by children. The cereals were designed to portray both child-appealing and non-child appealing marketing with a range of marketing power scores, as would be measured using the CAP tool.
Validation Study Procedures: In order to test the validity of the CAP tool, an independent classification activity will be conducted, followed by separate focus group discussions among children and parents (conducted concurrently).
Children Classification Activity: Children will be welcomed and explained the instructions and expectations all together as a group. Children will then be accompanied one by one to view the set of 6 cereals. A researcher will remind them of the instructions and ask them to decide 1) if each cereal is for children (YES or NO) and 2) to put the cereals in order of which they like the most to which they like the least (1-6). The researcher will record their answers on a response sheet.
Children Focus Group Discussion: Immediately following the completion of the children's classification activity, children will be directed to another room where a focus group discussion will take place. Discussion will prompt children to explain their choices in the classification activity to gain valuable insight into the rationale behind how they classified the cereals in the activity. The moderator will also probe children for examples of aspects of packaging that they think are important for making children like it. A second researcher will record the focus group discussions (audio only) as well as take notes during the discussion to supplement the audio recordings.
Parents Classification Activity: Following the completion of the children's classification activity, parents will be instructed to complete a similar classification activity. A second researcher will facilitate this portion of the study. Parents will be explained the instructions all together as a group and given a response form to fill out. One by one, parents will view the same set of 6 cereals and record 1) if they think each cereal is for children (YES or NO) and 2) their ranking of cereals (1-6) in order of which they would be most likely to purchase for their children to which they would be least likely to purchase for their children.
Parents Focus Group Discussion: Immediately following the completion of the parent's classification activity, parents will be directed to another room where a focus group discussion will take place. Discussion will prompt parents to explain their choices in the classification activity to gain valuable insight into the rationale behind how they classified the cereals in the activity. The moderator will also probe parents for examples of aspects of packaging that they think are important for influencing parents to make purchases for their children. A second researcher will record the focus group discussions (audio only) as well as take notes during the discussion to supplement the audio-recordings.
Tanulmány típusa
Beiratkozás (Tényleges)
Fázis
- Nem alkalmazható
Kapcsolatok és helyek
Tanulmányi helyek
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Ontario
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Toronto, Ontario, Kanada, M5S1A8
- University of Toronto
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Részvételi kritériumok
Jogosultsági kritériumok
Tanulmányozható életkorok
Egészséges önkénteseket fogad
Tanulmányozható nemek
Leírás
Inclusion Criteria:
- Children: 5-13 years of age
- Parents: must be parents or guardians of children participating in the study
- Must be able to speak/comprehend English
- Must be somewhat familiar with packaged breakfast cereal (e.g., has consumed or seen it before)
Exclusion Criteria:
- N/A
Tanulási terv
Hogyan készül a tanulmány?
Tervezési részletek
- Elsődleges cél: Egyéb
- Kiosztás: Nem véletlenszerű
- Beavatkozó modell: Párhuzamos hozzárendelés
- Maszkolás: Nincs (Open Label)
Fegyverek és beavatkozások
Résztvevő csoport / kar |
Beavatkozás / kezelés |
---|---|
Kísérleti: Children
Children aged 5-13 years, all genders, will be exposed to a set of breakfast cereals displaying varying child-appealing and parent-appealing marketing techniques as well as varying degrees of child-appealing marketing power on their packaging.
Children will be asked to determine if each individual cereal is "child-appealing" (i.e., yes or no).
Children will also be asked to rank the cereals in order of their preference (i.e., Most (1) to Least (6)).
Children will then participate in a focus group discussion about the why they classified/ranked the cereals the way that they did.
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Participants will be exposed to product packages displaying varying child- and parent-appealing marketing techniques and different degrees of marketing power
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Kísérleti: Parents
Parents or guardians of the children in the study will be exposed to a set of breakfast cereals displaying varying child-appealing and parent-appealing marketing techniques as well as varying degrees of child-appealing marketing power on their packaging.
Parents will be asked to determine if each individual cereal is "child-appealing" (i.e., yes or no).
Parents will also be asked to rank the cereals in order of which they would be most likely to purchase for a child (i.e., Most (1) to Least (6)).
Parents will then participate in a focus group discussion about the why they classified/ranked the cereals the way that they did.
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Participants will be exposed to product packages displaying varying child- and parent-appealing marketing techniques and different degrees of marketing power
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Mit mér a tanulmány?
Elsődleges eredményintézkedések
Eredménymérő |
Intézkedés leírása |
Időkeret |
---|---|---|
Kappa agreement between participants' binary ranking of cereals and the child-appealing packaging (CAP) coding tool's binary ranking of cereals
Időkeret: Through study completion, approximately 1 year
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Kappa statistics will evaluate the agreement between how children and parents rank breakfast cereals as either "child-appealing" or "non-child-appealing" and how the CAP tool ranks the same cereals.
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Through study completion, approximately 1 year
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Correlation between participants' ordinal ranking of cereals and the child-appealing packaging (CAP) coding tool's ordinal ranking of cereals according to their marketing power.
Időkeret: Through study completion, approximately 1 year
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Spearman Rank Correlation analysis will evaluate the correlation between how children and parents rank breakfast cereals in terms of their ranked preference (children) or ranked purchasing intentions (parents) and how the CAP tool ranks the same cereals according to their marketing power.
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Through study completion, approximately 1 year
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Thematic content analysis of focus group transcripts and qualitative agreement with CAP tool
Időkeret: Through study completion, approximately 1 year
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Thematic content analysis will elucidate key themes from the focus group discussions with children and parents, and qualitatively compare them to the contents of the CAP coding tool.
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Through study completion, approximately 1 year
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Együttműködők és nyomozók
Szponzor
Publikációk és hasznos linkek
Általános kiadványok
- Senate of Canada. Bill S-228: An Act to amend the Food and Drugs Act (prohibiting food and beverage marketing directed at children) - As passed in Senate. First Session, Forty-second Parliament, 64-65-66 Elizabeth II, 2015-2016-2017 ed.; September, 28, 2017. Available from: https://www.parl.ca/DocumentViewer/en/42-1/bill/S-228/third-reading (Accessed Feb 29, 2020)
- Health Canada. Healthy Eating Strategy. Ottawa, Canada, 2016; p 10. Available from: https://healthycanadians.gc.ca/publications/eating-nutrition/healthy-eating-strategy-canada-strategie-saine-alimentation/alt/pub-eng.pdf (Accessed Feb 29, 2020)
- Signal LN, Stanley J, Smith M, Barr MB, Chambers TJ, Zhou J, Duane A, Gurrin C, Smeaton AF, McKerchar C, Pearson AL, Hoek J, Jenkin GLS, Ni Mhurchu C. Children's everyday exposure to food marketing: an objective analysis using wearable cameras. Int J Behav Nutr Phys Act. 2017 Oct 8;14(1):137. doi: 10.1186/s12966-017-0570-3.
- Elliott, C.D. Packaging fun: Analyzing supermarket food messages targeted at children. Canadian Journal of Communication 2012, 37, 303.
- Murray, C. Examining the Nutritional Content of Prepackaged Foods and Beverages Marketed to Children in Canada. Unpublished Thesis, University of Toronto, Canada, 2014.
- Labonte ME, Poon T, Mulligan C, Bernstein JT, Franco-Arellano B, L'Abbe MR. Comparison of global nutrient profiling systems for restricting the commercial marketing of foods and beverages of low nutritional quality to children in Canada. Am J Clin Nutr. 2017 Dec;106(6):1471-1481. doi: 10.3945/ajcn.117.161356. Epub 2017 Oct 25.
- World Health Organization. Set of recommendations on the marketing of foods and non-alcoholic beverages to children. 2010; p 16. Available from: https://apps.who.int/iris/bitstream/handle/10665/44416/9789241500210_eng.pdf;jsessionid=0B8A48211C6AA78F83A6482C48838A9C?sequence=1 (Accessed Feb 29, 2020)
- Townsend MS. Where is the science? What will it take to show that nutrient profiling systems work? Am J Clin Nutr. 2010 Apr;91(4):1109S-1115S. doi: 10.3945/ajcn.2010.28450F. Epub 2010 Feb 17.
- Cao, Z.; Yan, R. Health Creates Wealth? The Use of Nutrition Claims and Firm Financial Performance. Journal of Public Policy & Marketing 2016, 35, 58-75, doi:10.1509/jppm.14.142.
- Mulligan C, Labonte ME, Vergeer L, L'Abbe MR. Assessment of the Canadian Children's Food and Beverage Advertising Initiative's Uniform Nutrition Criteria for Restricting Children's Food and Beverage Marketing in Canada. Nutrients. 2018 Jun 22;10(7):803. doi: 10.3390/nu10070803.
- Potvin Kent M, Cameron C, Philippe S. The healthfulness and prominence of sugar in child-targeted breakfast cereals in Canada. Health Promot Chronic Dis Prev Can. 2017 Sep;37(9):266-273. doi: 10.24095/hpcdp.37.9.02.
- Subar AF, Krebs-Smith SM, Cook A, Kahle LL. Dietary sources of nutrients among US children, 1989-1991. Pediatrics. 1998 Oct;102(4 Pt 1):913-23. doi: 10.1542/peds.102.4.913.
- Fox MK, Condon E, Briefel RR, Reidy KC, Deming DM. Food consumption patterns of young preschoolers: are they starting off on the right path? J Am Diet Assoc. 2010 Dec;110(12 Suppl):S52-9. doi: 10.1016/j.jada.2010.09.002.
- Mulligan C, Potvin Kent M, Vergeer L, Christoforou AK, L'Abbe MR. Quantifying Child-Appeal: The Development and Mixed-Methods Validation of a Methodology for Evaluating Child-Appealing Marketing on Product Packaging. Int J Environ Res Public Health. 2021 Apr 29;18(9):4769. doi: 10.3390/ijerph18094769.
Tanulmányi rekorddátumok
Tanulmány főbb dátumok
Tanulmány kezdete (Tényleges)
Elsődleges befejezés (Tényleges)
A tanulmány befejezése (Tényleges)
Tanulmányi regisztráció dátumai
Először benyújtva
Először nyújtották be, amely megfelel a minőségbiztosítási kritériumoknak
Első közzététel (Tényleges)
Tanulmányi rekordok frissítései
Utolsó frissítés közzétéve (Tényleges)
Az utolsó frissítés elküldve, amely megfelel a minőségbiztosítási kritériumoknak
Utolsó ellenőrzés
Több információ
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Egyéb vizsgálati azonosító számok
- 37436
Terv az egyéni résztvevői adatokhoz (IPD)
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Klinikai vizsgálatok a Food Marketing
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Biosensors Europe SAEuropean Cardiovascular Research CenterToborzás