Athletes Drink Gatorade
DMA Advertising Expenditures, Ad Recall, and Athletic Identity Influence Energy and Sports Drink Consumption
Bibliographic Data
| ID | 21616467 |
|---|---|
| Authors | Morgan E Ellithorpe (0000-0002-0317-9267, University of Delaware, corresponding author), Amy Bleakley (0000-0002-4539-4424, University of Delaware), Michael Hennessy (0000-0001-7176-3089, University of Delaware), Amy Jordan (0000-0002-9403-7706, The State University of New Jersey), Robin Stevens (0000-0002-0481-9983, University of Southern California), Erin Maloney (University of Delaware), Erin K Maloney (0000-0002-7905-1905, University of Delaware) |
| Year | 2023 |
| Volume | 38 |
| Issue | 13 |
| Pages | 3031-3039 |
| Publication date | 2023-11-10 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Health Communication (JOURNAL) |
| Journal identifiers | ISSN: 1041-0236 • E-ISSN: 1532-7027 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10410236.2022.2131971 |
| PMID | 36214773 |
| OpenAlex | W4304014294 |
| Language | EN |
| References cited | 39 |
Understanding why sports and energy drinks remain increasingly popular among adolescents despite declines in other sugar sweetened beverages is critical. This study points to memory for advertising exposure and adolescent athletic identity as two aspects that together help to explain consumption. An online survey of U.S. adolescents aged 14–18 (n = 503) was combined with Nielsen data for television and social media advertising expenditures by sports and energy drink brands in participants’ designated market areas (DMAs). Advertisement recall mediates the relationship between social media DMA expenditures and sports and energy drink consumption. Recall for television advertisements is related to consumption but is unrelated to television DMA expenditures. Athletic identity moderated the relationship between recall and consumption such that consumption increased as both recall and athletic identity increased, suggesting a role for motivated memory and motivated processing of ad messages based on athletic identity consistent with the limited capacity model of motivated media message processing. Based on these results, we conclude that effectiveness of expenditures in influencing behavior is dependent upon both ad recall and ad relevance, and that athletic identity is an important factor in ad effectiveness in the context of sports and energy drinks advertising
Advertising · Athletes · Business · Cognitive psychology · Physical therapy · Recall · Television advertising · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Media Influence and Health · Medicine · Psychology · Social Psychology
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Lay Epistemic Theory in Social-Cognitive Psychology
Processing Ambiguous Social Identity
Reducing Unhealthy Normative Behavior
Alcohol Advertising Exposure and Adolescent Alcohol Use
Do Youth Consume More Calories than they Expended in Youth Sports Leagues? An Observational Study of Physical Activity, Snacks, and Beverages
Trends in food and beverage television brand appearances viewed by children and adolescents from 2009 to 2014 in the USA
Disparities and access to healthy food in the United States
A content analysis of sports and energy drink advertising
Personal involvement as a determinant of argument-based persuasion
| Highly cited | No |
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