Cognitive, motivational, social, and environmental influences on children's food choices

This study tested the applicability of a cognitive-motivational model of health behavior to children's food choices. A sample of 107 elementary schoolchildren provided ratings of 15 foods in terms of possible choice criteria (e.g., how tasty or healthful specific foods were) and social or environmental influences (e.g., whether foods were eaten by friends or were easy to get). Several measures of food consumption were taken, and cognitive-developmental level was assessed. Within-person correlations were calculated between food choices and each choice criterion and social/environmental factor. These "correlational indices" of influences on food choice subsequently were used to identify five distinct subgroups in the sample. Children at the operational level of cognitive development tended to be in one of three groups characterized by health orientation in food choice, taste orientation, or multiple-motive orientation. Dietary quality was poorest in the taste-oriented group. Children at the preoperational level tended to have one of two undifferentiated patterns of values across the correlational indices. Results provide evidence of: the viability of cognitive-motivational models to explain children's food choices, the promise of within-person research methodology, and the potential for enhanced health behavior-change programs by use of population segmentation and tailored interventions.     

Delving into brand anthropomorphisation strategies in the experiential context of name-brand voice assistants

Consumers' increasing use of voice-activated artificial intelligence technologies is stimulating the development of a new line of research in the field of marketing aiming to analyse the branding implications in this innovative experiential context. The spread of so-called name-brand voice assistants (NBVAs) is creating interesting opportunities in terms of brand anthropomorphism. The brand anthropomorphisation strategies adopted by companies are poorly studied in the academic literature, and only one contribution has been made in the experiential field of NBVAs. Therefore, the objective of our work is to begin to fill this gap by investigating the pillars of brand anthropomorphisation strategies (i.e., activities and branding outcomes) in the specific NBVA context by adopting a managerial perspective. Therefore, we followed an exploratory qualitative approach based on in-depth personal interviews with practitioners engaged in these strategies in the automotive sector. The resulting cognitive map reveals the following three levels of strategic pillars: drivers (i.e., designing a human-like brand voice and human-like consumer-brand dialogue), intermediate outcomes (i.e., brand personality and the strength of consumer-brand relationships), and final outcomes (i.e., multidimensional brand loyalty). Our study enriches both the literature concerning brand anthropomorphisation strategies and the nascent stream on NBVAs and provides managerial guidelines in the new in-car NBVA context.