Can counter-advertising diminish persuasive effects of conventional and pseudo-healthy unhealthy food product advertising on parents?: an experimental study

Table 2 Parent perceptions of the health and nutritional attributes of the advertised product by advertising condition

	Advertising condition
	Non-food (control)		Confectionery^c		Confectionery^c + counter-ad
	M	SD	M	SD	M	SD
Healthiness
Conventional confectionery brand	2.48	1.77	2.76^a*	1.87	2.59	1.91
Pseudo-healthy brand	3.09	1.75	3.80^a***	1.73	2.88^b***	1.75
Sugar content
Conventional confectionery brand	6.01	1.40	5.63^a**	1.55	5.95^b**	1.46
Pseudo-healthy brand	5.54	1.51	5.06^a***	1.50	5.48^b***	1.60
Fibre content
Conventional confectionery brand	2.40	1.81	2.67	1.85	2.31^b*	1.76
Pseudo-healthy brand	2.93	1.79	3.38^a**	1.73	2.72^b***	1.73

^*P < 0.05; ^** P < 0.01; ^*** P < 0.001
^aSignificant difference compared to non-food (control) advertising condition
^bSignificant difference compared to confectionery advertising condition
^cBranded advertising for the respective conventional and pseudo-healthy confectionery products

ISSN: 1471-2458