This paper presents two experiments showing the effectiveness of ads targeting preadolescents and embedding “threat appeals” to promote healthy food behaviors among 8 to 12-year-olds. Using classic advertising effectiveness indicators, this research provides evidence of message persuasion through negative affective reactions. Theoretical and practical implications are proposed – specifically in the worrying context of increasing obesity in children - as well as an ethical discussion about the relevancy of triggering negative affective reactions when children are the target.
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