Impact of Fast Food Advertising on Childhood Obesity - Research Proposal Example

The Effects of Fast Food Advertising on Childhood Obesity Chapter Introduction The globalization of world in 1990s because of technological developments followed by expansion of mass media has resulted in a social shift or changes in cultural trends across USA. The economic growth and subsequent improvements in standard of living has boosted the demand of fast food and luxurious products. In fact, the advancements in information technology have not only facilitated the communication and interaction among people but also enabled businesses to advertise their products or brands to masses. In addition, the infrastructure development and construction of modern transportation networks have boosted domestic and international trade, which not only created new business opportunities for entrepreneurs but also led to emergence of competition and disposable culture among general public. The life has, indeed, become a race and consumers today demand more disposable (Use, Throw and Forget notion) products so that they could adjust in this speedy external world. In a society where people do not find sufficient time to cook food for breakfast, lunch and dinner, there are greater opportunities for fast food businesses that bombard people with a large variety of junk food including burgers, pizzas, sandwiches etc. The inauguration of new franchised outlets by renowned fast food chains such as Burger King, KFC, McDonalds, Carl’s Jr., Pizza Hut and Dominos etc. coupled with entrance of new firms, is the open evidence that demand of fast food has increased considerably in last 2 decades. For instance, the international fast food chains have also created demand through aggressive informative, persuasive and reminder advertising besides derived demand, for which credit goes to advertising agencies and media resources. Kaiser Family Foundation (2004) has mentioned the following, “Fast Food outlets spend $3 in television ads targeted to children. While, the Marketing Executives anticipate that children will spend $35 billion from their own income.” In short, it is justified to argue that almost 80-90% population including tweens (8 – 12 years), teenagers (12 – 16 years), young adults (16 – 24 years), adults (24 – 40 years), middle aged (40-55) has become addict to fast / junk food because they tend to visit such chains frequently. However, it should not be forgotten that doctors regard fast food quite detrimental and noxious for health of children because it causes obesity and overweight issues. This later affects psychological and mental well-being of children. 1.1- Purpose of the study The research will be conducted to study the increasing use of advertisements by fast food companies and its impact on a child’s purchase decision regarding junk food. The researcher will also identify the contribution of fast food ads to the growing menace of childhood obesity across USA. The current literature will be reviewed to reveal the recent statistics about childhood obesity across USA and its major causes including incorrect diet in-take. 1.2- Literature review Dangerous for health overweight often arises up in early childhood, as a result of cultural stereotypes of parents: a thick child is a healthy child (Dalton, 2004). It is worthwhile to mention that childhood obesity has increased drastically in past 3 decades across USA as now ‘over 23 million children and two-third’ are now said to be overweight. For instance, 37 US states have recorded sharp increase in obesity rates and none has observed a decline during 1990-2008 (Smith, 1999) and (Wagstaff and Kranz, 2009). This has compelled the researcher to garner pertinent information over the root causes and reasons that lead to obesity among US children who are prone to premature death and chronic illnesses. The paper is an attempt to discuss the causes and consequences of childhood obesity, which will be discussed and supported with latest available statistics. Summarizing the various statistics, it should be noted that the prevalence of obesity among children aged 6 to 11 years increased from 6.5% in 1980 to 19.6% in 2008. The prevalence of obesity among adolescents aged 12 to 19 years increased from 5.0% to 18.1%. The aforementioned information allows us to emphasize that obesity is one of the most widespread chronic diseases in the world and we even could name it the “epidemic of the XXI century” due to its fast spread and all-absorbing character. According to Pool (2001), obesity is a chronic heterogeneous, making progress disease, related to the row of genetic, behavioral, outside environmental, hormonal and neurological factors, resulting in violations of food consumption, violations of all types of metabolism and energy imbalance. On the assumption of the term obesity definition we understand that obesity is defined as a body mass index of 30 or even greater. This body mass index is calculated in different ways and in many cases it is calculated from a person’s height and weight and basing on received results it is possible to forecast future health problems. Evaluating obesity we see that development of obesity is conditioned by dysfunction of regulative energy balance mechanisms: psychoneurological, hormonal and metabolic factors. In such a way reasons of violation of adjusting energy balance mechanisms, genetic factors of development of obesity are the subject of intensive scientific researches. The necessary condition of development of obesity is a long, surplus influx of energy, which arises up at the use of food in an amount, exceeding its physiological necessity, especially in combination with the decline of energy consumption. In other words, obesity is the result of caloric imbalance that greatly influenced on childhood organism in different ways. Thinking about reasons of obesity we understand that high prevalence of this disease is conditioned by urbanization, decline of physical activity and availability of high-calorie food. Hence, it is justified to argue that the causes of childhood obesity are multi-factorial. For instance, Overweight in children and adolescents is generally caused by a lack of physical activity, unhealthy eating patterns resulting in excess energy intake and excessive use of fast food, or a combination of the two. Indeed, food products of KFC, Burger King, McDonalds, Dominos and other international chains have become toxic and noxious for health and physical dynamism of US children, which in turn, adversely impacts their mental and psychological health (Wagstaff and Kranz, 2009). As pointed out by Smith (1999), genetics and social factors such as “socio-economic status, race/ethnicity, media and marketing, and the external environment also influence energy consumption and expenditure.” Based on observed facts it is possible to argue that various factors of children obesity and overweight work together and influence on the growing problem of obesity across the whole nation. Making a conclusion from above stated information about obesity, Anderson & Butcher (2006) explained that obesity brings development of numerous diseases, such as diabetes, high level of disability and decline of general life-span of patients. In addition, Ewing et al (2003) has cautioned that lack of physical exercise leads to risk of many chronic diseases including obesity, depression, cancer, coronary heart diseases, mental stress, ‘hypertension, non-insulin-dependent diabetes, osteoarthritis and osteoporosis’. Wagstaff (2009) has researched that late evening eating also positively influences obesity among many children, however, it does not applied to all because of unique genes and inherited tissues in the body. Evaluating the rate of obesity and its influence on health we could identify obesity, as key reason of development of cardiovascular diseases, certain types of cancer, type 2- diabetes and metabolic syndrome, which apply to the most meaningful problems of public health services of the most world countries. In the acknowledgment of previous information we will quote Dalton who synthesized information about obesity and conclude that “obese youth are more likely to have risk factors for cardiovascular disease, such as high cholesterol or high blood pressure. In a population-based sample of 5- to 17-year-olds, 70% of obese youth had at least one risk factor for cardiovascular disease.” (Dalton, 2004) Obese children and adolescents are in risk group for bone and joint problems, they suffer in a great degree from sleep apnea. Thinking about social and psychological problems, we could see such problems as poor self-esteem, absence ob friends and stigmatization. By looking at the childhood obesity (presented in the figure 1) it is possible to say see prevalence of overweight among children and adolescents ages 6-19 years. Thus, taking into account all above presented information it is possible to conclude that the problem of obesity in the USA is the topic of many debates. The President of the USA is really worried about the increasing rates of obesity and there was presented several reforms in this direction. If to undertake no measures for a fight against obesity, the state annually will have to spend all large facilities on payment of medical services, related to treatment of this disease and caused to them other illnesses. So, I strongly believe that in one day we will overcome existed obesity problem and it will be our national victory in this war for our health life. Figure 1. Prevalence of overweight among children and adolescents ages 6-19 years. The figure was taken from http://aspe.hhs.gov/health/reports/child_obesity/ 1.3- Hypothesis It is assumed that tweens and teenager groups are largely impacted from print, electronic, radio and internet media. For instance, they learn about new fast food meals, promotions and deals that entice them and trigger their purchase responses, which later negatively affect diet patterns and lead to obesity. 1.4- Variables Independent Variables = Advertising Budget, Advertisements in media, Age of Participants, Income, Height Dependent Variables = Consumer purchase responses, Weight of participants, Body Mass Index Chapter# 2- Methods 2.1 – Methodology: Secondary: It is worthwhile to mention that already produced literature is beneficial for commencing a new social sciences research project. Indeed, the existing literature not only enables the research to understand background information but also clarifies what exactly has to be researched. Also, the researcher can understand any weaknesses and short comings in previous projects and can address those issues more effectively in new research. In fact, secondary data is easy to collect since it can be accessed through internet research. Second, it is cheap and reliable because most of the authors have produced journals in 1999 – 2010, which is the evidence that Secondary Data will be quite helpful in supporting the research questions and hypotheses. The author will garner Secondary Data in the form of published scholarly journals and articles, press releases, newspaper and magazines articles, books etc. The electronic journals will be accessed through Google Scholar, Ebsco Host, Proquest and Napier databases, which will then be used in preparation of introduction and literature review part for the research. Primary The primary research is extremely helpful in analyzing the scope of research questions and testing of hypotheses because it provides first-hand information to a research. Despite the fact it is expensive and very time-consuming, yet the results obtained are greater in scope and actually a contribution to literature that could be utilized for future studies. The author has chosen to use various primary business research methods such as interviews, focus groups and survey questionnaire. It should be pointed out that this research would be qualitative and quantitative in nature. 2.2- Subjects Tweens (8 – 12 years) and teenagers (12 – 17) 2.3- Use of Likert Scale A questionnaire will be developed consisting of 15 questions for tween and teenager participants. Indeed, the researcher will use the Likert Scale to produce the questionnaire in which 5-6 options will be provided to judge the impact of fast food advertising on purchase behavior of children and adolescents and the subsequent impact on childhood obesity. 2.4- Sample Almost 100-150 Participants / Children will be picked up randomly from different neighborhoods to answer the survey questionnaire. The sample will include equal representation of boys and girls from both tween and teenage groups. In order to enhance the scope of study, ‘focus groups comprising 6-8 participants’ will also be used as an effective methodology. Finally, the interviews will be conducted with executives of leading fast food chains, especially KFC, Burger King. Pizza Hut and Carl’s Jr. to determine what they consider when targeting teenage groups and how much money is spent on print, electronic, internet and radio media to entice the targeted groups towards the food outlets. 2.5- Statistical Models and Data Analysis For each dependent variable, regression analysis will be done and regression models will be developed. Finally, the researcher will come up with three regression models, which will be significantly explaining the relation between the dependent and independent variables. The three specific dependent variables have been selected because the idea is to study the impact of fast food advertising on childhood obesity across USA. For data analysis, regression analysis will be used to interpret the results. The coefficient sign and values, R square, f stat and other possible ways will be used for the analysis of data. In addition, the probability distributions will also be presented to showcase the changes in Body Mass Index and obese rate in United States over last 4 decades i-e from 1970s to 2010. Bibliography / References: Ali, M., Blades, M., Oates, C., & Blumberg, F. (2009). Young children’s ability to recognize advertisements in web page designs. British Journal of Developmental Psychology, 27(1), 71-83. American Academy of Pediatrics (2006). Policy statement: Children, adolescents, and advertising. Pediatrics, 118, 2563-2569. American Psychology Association (2004). Report of the APA task force on advertising and children. Washington, DC: Author. Retrieved from http://www.apa.org/pi/families/resources/advertising-children.pdf. American Psychological Association (2009). 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