Allison Karpyn1, Ginnie Sawyer-Morris2, Sara Grajeda3, Katherine Tilley3, Henry Wolgast3. 1. Center for Research in Education and Social Policy, University of Delaware, Newark, DE; Department of Human Development and Family Sciences, University of Delaware, Newark, DE. Electronic address: karpyn@udel.edu. 2. Department of Human Development and Family Sciences, University of Delaware, Newark, DE. 3. Center for Research in Education and Social Policy, University of Delaware, Newark, DE.
Abstract
OBJECTIVE: The primary objectives of the study were to examine: 1) how increased availability of healthier items at a zoo concession stand affects sales and 2) how animal character marketing on zoo menu boards affects sales revenue. METHODS: An intervention was conducted over an 8-week period. On alternating weeks, zoo animal characters were systematically paired with and removed from healthy food items on a zoo concession menu board. Sales and revenue data were analyzed using frequencies, a Poisson regression model, and a negative binomial regression model, respectively. RESULTS: Newly introduced healthy items represented 8.2% of sales and 4.9% of revenue. Healthy item unit sales were significantly higher (P = .006) during the weeks animal cartoon characters were displayed, although there was no impact on revenue. CONCLUSIONS AND IMPLICATIONS: Findings suggest nonbranded character marketing is a viable strategy for promoting healthy products in family-friendly venues where concessions are sold.
OBJECTIVE: The primary objectives of the study were to examine: 1) how increased availability of healthier items at a zoo concession stand affects sales and 2) how animal character marketing on zoo menu boards affects sales revenue. METHODS: An intervention was conducted over an 8-week period. On alternating weeks, zoo animal characters were systematically paired with and removed from healthy food items on a zoo concession menu board. Sales and revenue data were analyzed using frequencies, a Poisson regression model, and a negative binomial regression model, respectively. RESULTS: Newly introduced healthy items represented 8.2% of sales and 4.9% of revenue. Healthy item unit sales were significantly higher (P = .006) during the weeks animal cartoon characters were displayed, although there was no impact on revenue. CONCLUSIONS AND IMPLICATIONS: Findings suggest nonbranded character marketing is a viable strategy for promoting healthy products in family-friendly venues where concessions are sold.
Authors: Allison Karpyn; Michael Allen; Samantha Marks; Nicole Filion; Debora Humphrey; Ai Ye; Henry May; Meryl P Gardner Journal: Health Educ Behav Date: 2016-11-19
Authors: Maximilian Tremmel; Ulf-G Gerdtham; Peter M Nilsson; Sanjib Saha Journal: Int J Environ Res Public Health Date: 2017-04-19 Impact factor: 3.390