Running head:EXPOSURE TO TELEVISION FOOD ADVERTISING AND COGNITION

Exposure to Television Food Advertising Primes Food-Related Cognitions

Aryn M. Ladd and Jordan A. Hanevik
Dr. Mikel Olson
Concordia College

Exposure to Television Food Advertising Primes Food-Related Cognitions

Introduction
This research will examine the effect of exposure to food-related television
advertisements on an individuals accessibility of food-related cognitions. In particular, we look

Running head:EXPOSURE TO TELEVISION FOOD ADVERTISING AND COGNITION

to investigate the relationship between the accessibility of food-related cognitions and reported
desire to eat after priming the participants with television advertisements containing food.
Specifically, this research will be completed by performing a replication of the first experiment
in the study performed by Kemps, Tiggmann and Hollitt (2014) entitled Exposure to television
food advertising primes food-related cognitions and triggers motivation to eat.
For the purpose of our research, we are focusing on food related advertisements solely
shown on television and we will not measure effects of any advertisements played over the radio
or in other forms of media. According to Kemps, Tiggemann, and Hollitt (2014), approximately a
third to a half of all television advertisements are for unhealthy food, which has been linked to
the overconsumption of said food. On average, food advertisements are shown 62.5% more on
childrens programming than during prime time programming. (Angus et. al, 2006). Less than
one percent of these advertisements are about fruits and vegetables (Yale University, 2011).
Recent studies suggest that television advertisements related to food may be contributing to
childhood obesity. Obesity is operationally defined based on statistics involving body mass index
(greater than 20%) and the potential risk of long-term obesity and mortality (Schwartz, 2014)
Obese children have a higher likelihood of becoming obese adults. Adults who are considered to
be obese are more likely to suffer from a number of fatal illness including heart disease, stroke
and some types of cancer (Mayo Clinic, 2014). The percent of Americans, both children and
adults, who are classified as obese has more than tripled to around 37% (Harris, Barg, &
Brownwell, 2009.)
It is apparent that the average person will be exposed to a considerable amount of foodadvertising via television in their lifetime, and further research is needed to discover if these
advertisements have significant implications towards the growing obesity epidemic in the United

Running head:EXPOSURE TO TELEVISION FOOD ADVERTISING AND COGNITION

States. Current research has found that a similar style of cognitive processing is exhibited after
being primed by exposure to multiple different types advertisements, regardless of a positive or
negative message. For example, subjects have shown not only to have an an increased desire to
eat after being primed with food-related advertisements, but in seperate occasions they also
exhibit higher levels of positive expectancy after viewing advertisements that model alcohol
consumption, as well as an increase in positive attitudes towards smoking (Harris, Barg, &
Brownwell, 2009.)
Considering the results of previous studies, the results of our study will show higher rates
of food-related cognitions based off the results of the word stem completion after participants
watch advertisements related to food. These results will be even higher in the participants whom
are currently overweight or obese. Food related advertisements are positively correlated with
food related cognitions, however food related advertisements are neutrally correlated with desire
to eat.
Because this field could help the scientific community to understand the regulation of
eating behavior amongst those with disordered eating patterns, it is important to replicate the
current research of this newly popularized field (Papies, 2013). Assessing the previous research
on the priming effects that television advertising has on eating behaviors (disordered or not) will
aid future researchers to further examine and understand any relationships that might exist
between advertising and specific food-related cognitions.
Methods
This experiment will be a direct replication from the study previously mentioned in the
paper by Kemps, Tiggmann, and Hollit (2014), although there will be some slight differences
employed to cater to our specific goals.

Running head:EXPOSURE TO TELEVISION FOOD ADVERTISING AND COGNITION

Participants
Individuals who will participate in this study will be Concordia College students who are
at least 18 years old. We plan to have at least 20 people in both the control group and the
experimental group.
Materials
All the paper materials (i.e. questionnaires, surveys, etc.) except the debriefing and
consent forms used in this study have been collected from the original researchers. Participants
will first sign a consent form to participate in the study. 48 advertisements were collected from
YouTube. Each ad is approximately thirty seconds long. The experimental group will view 24
ads; of these, 18 are food related and six are non-food related. The control group will view 24
ads that are non-food related. Participants will fill out a questionnaire in which they report their
height and weight as well as the amount of television they watch daily. Participants will then fill
rate their interest and the ads relatedness to food after each ad is shown. Following the
completion of all 24 ads, the participants are asked to fill out a word stem completion task to
assess food related cognitions. Lastly, participants are asked to rate their desire to eat on a scale
100mm scale from no desire or urge to eat to extremely strong desire or urge to eat. Each
participant will receive a debriefing form explaining the purpose of the study and access to
resources if the participant has any questions, comments or concerns.
Experimental Procedure
In order to participate in the study, subjects must sign a provided consent form. Subjects
will fill out a questionnaire asking questions in regards to their height, weight, year in school,
living arrangements during the current school year, number of televisions in their current
residence, subscriptions to online or on-demand streaming services, and how much television

Running head:EXPOSURE TO TELEVISION FOOD ADVERTISING AND COGNITION

they watch on a daily basis. The experiment will be a between-subjects design, with the control
group viewing 24 non-food related advertisements and the manipulated group viewing 18 foodrelated and 6 that are not food related. After each advertisement, subjects will be asked six
questions including the ads relatedness to food and their positive appeal (whether they liked
them or not). Following, a word-stem completion task comprised of 36 partially completed
words will be administered as a measure of the amount of food-related cognitions available.
Lastly, a 100mm visual analogue scale will be provided in order for subjects to rate their desire
to eat at the time of the experiment. The data will then be used to measure if exposure to priming
(in the form of food-related advertisements) has an effect on the accessibility of food-related
cognitions (word-stem task), and also if exposure to food-related advertisements has an effect on
the desire to eat (100mm desire to eat scale). Researchers will read aloud the debriefing form and
each participant will have access to a paper copy to take with them as they wish. Subjects will
also have access to a copy of the consent form in which they signed.

Running head:EXPOSURE TO TELEVISION FOOD ADVERTISING AND COGNITION

References
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Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming Effects of Television Food
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Papies, E. K. (2013). Tempting food words activate eating simulations. Frontiers in Psychology,
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