Reading the mind of children in response to food advertising: a cross-sectional study of Malaysian schoolchildren’s attitudes towards food and beverages advertising on television

Table 5 Effect of TV viewing time on induction factors for non-core food advertisements as per ethnicity

Ethnic Group	Advertisement Recognition	Favourite Advertisement	Purchase Request	Product Preference
Ethnic Group	IRR_adj (95 % CI)	IRR_adj (95 % CI)	IRR_adj (95 % CI)	IRR_adj (95 % CI)
Malay	1.01 (0.98–1.05)	1.05 (1.01–1.08)*	1.06 (1.02–1.10)*	1.04 (1.01–1.08)*
Chinese	1.02 (0.98–1.06)	1.06 (1.01–1.10)*	1.07 (0.90–1.25)^a	1.04 (0.99–1.09)
Indian	1.02 (0.98–1.05)	1.06 (1.02–1.10)*	1.05 (1.01–1.09)*	1.05 (1.01–1.09)*

Dependent variable was score of each induction factors. Independent variable was TV viewing time and adjusted for other influencing factors such as (i) BMI status of child, (ii) age of child, (iii) gender, (iv) TV set in bedroom, (v) daily physical activity of child, (vi) daily pocket money of child, (vii) daily internet surfing time of child, and (viii) monthly household income
^aBased on negative binomial procedure
*Poisson regression model with the significance level at p < 0.05

ISSN: 1471-2458