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Millennial parents and their children (≤6 years old) in fast food restaurants. A series of experiments exploring nudging millennial parents into ordering healthier food options for their children in fast-food restaurants.

Kellershohn, J. (2018) Millennial parents and their children (≤6 years old) in fast food restaurants. A series of experiments exploring nudging millennial parents into ordering healthier food options for their children in fast-food restaurants. Doctoral thesis, Harper Adams University.

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Abstract

The goal of the research was to better understand millennial parents and to investigate options to nudge millennial parents towards the selection of healthier food choices for children (≤ 6 years old), a demographic which to date has had minimal research attention. The focus was on the in-restaurant experience through a series of experiments, which included: • Quantitative survey-based research on nudging opportunities through food design, calorie visibility, and pricing. • Qualitative cart-sort research on how branding of healthy food options is perceived by children. • Multi-country online quantitative research on the mindset of the millennial parent and food motives (Australia, Canada, the UK, and the US). • Quantitative observational studies of the family fast-food dining experience and window of influence. Key findings include the following: • The in-restaurant window of opportunity to nudge food choice decisions is very short. With millennial parents’ growing use of technology for ordering food outside of the restaurant environment, technology-based nudging, rather than in-restaurant nudging tools, may prove to be more effective in altering behaviours. • Pricing is a possible nudging tool. Punitive rather than incentive pricing appears more financially feasible for restaurant implementation. • Increased menu transparency, such as posting calories, may play a role in the development and selection of lower calorie menu items. • Toys included in child meal bundles appear to have limited value as an incentive for driving healthy food choices. • Children have an early awareness of branding and of what constitutes nutritious food choices. • The current fast-food family dining experience includes high levels of technoference, staged eating, and the use of fast-food restaurants as a ‘third place’ (home-away-from-home). Keywords:

Item Type: Thesis (Doctoral)
Keywords: children, fast food, millennial parent, nudging, restaurants
Divisions: Food Science and Agri-food Supply Chain Management
Depositing User: Ms Kath Osborn
Date Deposited: 18 Nov 2018 14:47
Last Modified: 18 Nov 2018 14:47
URI: http://hau.collections.crest.ac.uk/id/eprint/17355

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