i

THE EFFECTS OF PROMOTIONAL TOOL ON

CONSUMER’S EATING BEHAVIOR

A Research Study
Presented to the Faculty of the
Bachelor of Science in Hospitality Management Department
Bestlink College of the Philippines

In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Hospitality Management

Arman John E. Aguimlod

Kristel Dianne V. Botor
Maezelle Ann Cardenas
Angelo Gabriel P. Diesta
Wendy D. Osiel

January 2022
 ii

ARROVAL SHEET

This research entitled, “THE EFFECTS OF PROMOTIONAL TOOL ON

CONSUMER’S EATING BEHAVIOR”, prepared and submitted by Arman
John E. Aguimlod, Kristel Dianne V. Botor, Maezelle Ann Cardenas,
Angelo Gabriel P. Diesta and Wendy D. Osiel, partial fulfillment of the
requirements for the subject of RESEARCH IN HOSPITALITY has been
examined and recommended for Oral Examination.

DANA FRANCE H. IGNACIO, Ph.D.

Adviser

RESEARCH REVIEW PANEL

Approved by the committee on Oral Examination with a grade of 1.75.

JOLLY A. MIGUEL, Ed. D

Chairperson

ABRAHAM P. MUYRONG II, MBA ANA MARIA M. DACUNO, MBA

Member Member

Accepted and approved in partial fulfilment of the requirements for the

degree of Bachelor of Science in Hospitality Management.

DR. RYAN M. IGNACIO, Ph. D.

Dean, College of Hospitality, Tourism, Business, Accountancy and
Management

Date of Pre-Oral Defense: January 9, 2022

 iii

ACKNOWLEDGMENT

The researchers would like to thank the following for the contributions to

the success of this Research.

Dr. Maria M. Vicente, School President of Bestlink College of the

Philippines, for untiringly leading the institution in providing responsive

education;

Dr. Charlie I. Cariῆo, Vice-President for Academic Affairs, for the much

served and unexpected support he shared during the defense which the

researchers appreciate a lot;

Engr. Diosdado T. Lleno, Vice President for Administration and

Finance, for his moral support and encouragement to finish the study and to

bridge the gap between instructions to application of research;

Dr. Ryan M. Ignacio, Dean, College of Hospitality, Tourism, Business,

Accountancy and Management, for his support and encouragement towards

the researchers’

Dr. Dana France H. Ignacio, Program Head of Bachelor of Science in

Hospitality Management and Adviser, for guiding us to have an organized

study and of course for giving us knowledge on how to conduct a research

study and unlocking different circumstances that gives us lesson; especially

her time and patience;

 iv

Ms. Joy Evelyn A. Ignacio, Assistant Head CRAD, for her guidance to

improve the study as well as her advice on both study and their career have

been valuable;

Our Parents and Friends,who are always there to support and give us

inspiration, their love, encouragement that gives us strength to reach for the

stars and chase our dreams;

Above all, to Almighty God, the source of wisdom and strength, whose

divine guidance has provided the researchers perpetual and inspiration for the

realization of this study.

 v

DEDICATION

This work is a fruit of countless and arduous sacrifices. Through the

researchers’ effort, this work is heartily and proudly dedicated to the

people who serve as an inspiration. From parents and guardians, to

classmates and circle of friends whom extended their help in the midst

of problems while doing this work.

To the faculty and staff of Bestlink College of the Philippines. Above all,

to our God Almighty who showered us His blessings in our everyday lives,

especially for the strength, courage, patience, wisdom, time, and guidance in

realization of this work.

RESEARCHERS
 vi

TABLE OF CONTENTS
PAGE
TITLE I

APPROVAL SHEET II

ACKNOWLEDGEMENT III

EXECUTIVE SUMMARY V

TABLE OF CONTENTS VI

CHAPTER

I. THE PROBLEM AND ITS BACKGROUND

Introduction 1

Statement of the Problem 4

Assumption (or Hypothesis) 5

Significance of the Study 6

Scope and Limitation of the Study 7

Definition of Terms 8

II. REVIEW OF RELATED LITERATURE AND STUDIES

Local Literature 11

Foreign Literature 15

Local Studies 20
 vii

Foreign Studies 25

Relevance of Related studies and Literature to the

Present study 28

Conceptual Framework 30

Paradigm of the study 31

III. RESEARCH METHODOLOGY

Research Design 32

Sampling technique 33

Instrument used in the Study 33

Construction of the questionnaire 34

Validation of the instrument 34

Administration and retrieval of the Questionnaire 34

Statistical Treatment of Data 35

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LIST OF FIGURES

PAGE

Figure 1- Paradigm 31
 1

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Food products that are being televise or advertise on television are

more patronage rather than on the non-commercial products that has been

advertise is more appealing to the audiences. Many food advertisements

present to people that they are more capable than others, in terms of

qualities, nutritional values, and packaging of the product itself.

The researchers propose that the message presented in television food

advertising similarly have the power to act as a real-world primes and lead

to corresponding eating preference. Give the types of food and consumption

benefits typically promoted in food advertising; what is primed is usually

snacking on unhealthy foods and beverages.

Through knowledge and understanding of the nature of each food in

food group will help one to select the best quality item from the market place

and in another place. More importantly, the conversation of nutritive value of

food. This paper presents the most advanced thinking on the selection,

storage, preparation and cooking of the ingredients.

Systematic research reviews have repeatedly shown that food

advertisement affects an individual eating behavior. Given that most food

 2

advertisement promotes unhealthy, palatable, and rewarding food products,

it is considered to be significant contributor to the current obesity epidemic.

This research describes recent studies that have tested the effect of

contemporary food advertisement on peoples eating preference, including

newly emerging data showing marketing effects on subconscious cognitive

processes and studies illuminating the mechanistic underpinnings of these

effects.

According to Harris, Bargh and Brownell (2009) Children consumed

45% more when exposed to food advertisement. Adults consumed more of

both healthy and unhealthy snack foods following exposure to snack food

advertising compared to the other conditions. In both experiments, food

advertisement increased consumption of products not in the presented

advertisements, and these effects were not related to reported hunger or

other conscious influences.

An important real-life source of priming influences is the media,

including television programs and advertisements. Exposure to aggressive

or alcohol-consuming models in media can prime aggressive behaviors and

alcohol consumption in the viewer (Anderson & Bushman, 2002; Roehrich &

Goldman, 1995). In general, then, the effect of food advertising was

consistent with an automatic link between perception and behavior, and in

 3

line with most other recent demonstrations of behavioral priming effects

(Dijksterhuis & Bargh, 2001; Dijksterhuis et al., 2007).

In addition, we will examine whether effects on eating behavior are

simply due to exposure to images and thoughts of palatable foods or

whether the product benefits presented in the advertising differentially affect

consumption. Specifically, we profound that exposure to food advertisement

with that promotes snacking, fun and excitement will prime greater

consumption of snack foods than advertising that conveys nutrition benefits.

Although we did not specifically test the effects of advertisement for

different types of foods, these messages are commonly used to promote

calorie-dense, low-nutrient food products in both adult and children’s food

advertising, whereas the nutrition message tends to be used in advertising

for somewhat healthier products. Finally, we will examine individual

differences in food advertisement effects. Prior research has demonstrated

that women who habitually diet and monitor their weight (i.e., restrained

eaters) may be especially prone to increased eating when exposed to

external food cues (Federoff, Polivy, & Herman, Jansen & van den Hout,).

As a result, we hypothesize a general effect of snack advertising on

increased eating, but a more pronounced effect on restrained eaters.

Food advertising effects could be especially pronounced, therefore, in

the evening ‘prime-time’ hours when most adult television viewing occurs,
 4

following a day of self-control efforts. Perhaps, under such ego-depletion or

cognitive load conditions, snacking while watching, or viewing food

advertisement might also affect unrestrained consumers.

This study will determine how does food advertisement affects

consumers eating preference. Studies that have focused specifically on

advertising effects have shown that ads can prime positive expectancies of

the effects of alcohol consumption (Dunn & Yniguez, 2017).

STATEMENT OF THE PROBLEM

The study aims to determine the effects of food advertisement on

consumers eating behavior. Specifically, it sought to answer the following

questions:

1. How may the demographic profile of the respondents be described in

terms of:
1.1 age,
1.2 gender,
1.3 employment status, and
1.4 parents’ monthly income?

2. What are the food advertising that influences eating behavior of the
respondents?
3.1 social media
3.2 television
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3.3 printed media

3.4 radio

3. What are the effects does advertising have on the consumption of

unhealthy food?
3.1 Obesity
3.2 Behavioral
3.3 Mental health
3.4 Physical health

4. How may the findings be utilized in crafting a guide of food

advertisement on consumers eating behavior?

ASSUMPTIONS

In conducting this study, the following assumptions were made:

1. The gathered data are valid and reliable.

2. There are food advertising that influence eating behavior of the

respondents.

3. There are effects of advertisement on the consumption of

unhealthy food.

4. The finding of the study may be utilized in crafting a guide of

food advertisement on consumers eating behavior.

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SIGNIFICANCE OF THE STUDY

The study sought to determine the effects of food advertisement on

consumers eating behavior. This study is deemed beneficial to the

following:

RESEARCHERS. This study will beneficial for the researchers, as they

continue their journey into the culinary, even in the hospitality field. Because

through this study, it could possibly give way into important information and

details that is connected to real world prime.

CONSUMERS. This study helps the consumers to know if food

advertisement has effects on their eating behavior. Also, for them to be

conscious on what they are going to do if a food advertisement suddenly

appeared in different kinds, form, or types.

STUDENTS. Students may be most consistently affected, yet snack

advertising also increased adult consumption, especially for youth. In addition,

the effects persisted after the viewing session. Therefore, it may not be

possible for one to avoid influence simply by not snacking while watching

television, or unintended pop-up from an internet advertisement; television

viewing could also lead to increased consumption during a subsequent snack

or meal.

PARENTS. Since the parents are the ones who support their children

in terms of eating preference merely often, parents will be able to have a

wider thought about the Effects of Food Advertisement to their child health
 7

condition, hence they can use this study as a basis of information about how

food advertisement can affect to their child perception in the food they

consume.

FUTURE RESEARCHERS. The future researchers will benefit to this

research, because this can serve as a basis of information regarding the

effects of consumers eating behavior. Will be to examine the priming effects

of other forms of food advertising. Increasingly, food companies are replacing

television advertising with subtler marketing strategies.

SCOPE AND LIMITATION OF THE STUDY

The study aimed to determine the effects of food advertisement on

consumers eating behavior and serves as additional information for the

beneficiaries of this study. This study will utilize fifty (50) respondents from

Fourth Year Hospitality Management Students in Bestlink College of the

Philippines. The respondents are classified as students, employed and

unemployed, to prevent bias and get objective perceptions. To gather

information, the researchers will use survey questionnaire.

This study also aims to determine if the effects of food advertisement

is dependent on consumers eating behavior.

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DEFINITION OF TERMS

To understand better the terms used in this study, operational and

conceptual definitions are provided for:

Advertisement- means the prepared and through any form of mass

medium, subsequently applied, disseminated or circulated advertising matter.

Advertising - means the business of conceptualizing, presenting or

making available to the public, through any form of mass media, fact, data or

information about the attributes, features, quality or availability of consumer

products, services or credit.

BCP – Bestlink College of the Philippines

BSHM – Bachelor of Science in Hospitality Management

Consumer- means a natural person who is a purchaser, lessee,

recipient or prospective purchaser, lessor or recipient of consumer products,

services or credit.

Consumer’s eating behavior - means the study of individuals, groups

or organization about their actions or attitudes on eating.

Facebook Advertisement- refers to online advertisements that are

created and published on the Facebook platform to be targeted to its users.

Far-reaching - having important and widely applicable effects or

implications.
 9

Food- means any substance, whether processed, semi-processed or

raw, intended for human consumption and includes chewing gum, drinks and

beverages and any substance which has been used as an ingredient or a

component in the manufacture, preparation or treatment of food.

Food advertisement - means a notice or announcement in a public

medium promoting a product, service, or event or publicizing a job vacancy.

Food preference - refers to the way in which people. choose from

among available comestibles on the basis of biological or economic

perceptions including taste, value, purity, ease or difficulty of preparation, and

the. availability of fuel and other preparation tools.

Obesity- is a complex disease involving an excessive amount of body

fat. Obesity isn't just a cosmetic concern. It's a medical problem that increases

the risk of other diseases and health problems.

Palatable - pleasant to taste (of food or drink.

Promotional Tool - tactics or activities you plan and execute to

persuade consumers to buy your products or services. As a consumer, you

likely partake of these activities yourself without realizing it; as a

businessperson on the selling side, finding effective tools is challenging.

Purchase Decision - means the thought process that leads a

consumer from identifying a need, generating options, and choosing a specific

product and brand.

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RA 7394 (Consumer Act of the Philippines of 1991) - as the legal

basis for consumer protection in the country. The law embodies the state

policy on the protection of consumers and establishes standards of conduct for

business and industry in the country.

T.V. Advertisement - (also called a television commercial, commercial,

advert, TV advert or simply an ad) is a span of television programming

produced and paid for by an organization. It conveys a message promoting,

and aiming to market, a product or service.

YouTube - is a way of advertising your video content on YouTube or in

search results so you can maximize your user reach. This could be your video

playing before a user views another's video or showing up in YouTube search

results for people to watch in full.

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Chapter 2

REVIEW AND RELATED LITERATURE

This chapter presents the relevant literature and studies that the

researcher considered in strengthening the importance of the present

study. It also presents the synthesis of the art to fully understand the

research for better comprehension of the study.

Literature - refers to a collection of published

information/materials on a particular area of research or topic, such as

books and journal articles of academic value. Literature are often from

journalist or any officials whereas the opinions and facts presented

matters and can affect the masses' opinion and thinking.

LOCAL LITERATURE

According to the Children’s Hospital, a Surgeon General, “Obesity

is the fastest growing cause of disease and death in Asia” (Carmona,

2017). And the crisis is not unique to the Asia; according to the World

Health Organization (2016), the obesity epidemic is “a major contributor

to the global burden of chronic disease and disability”. The trend is

especially disturbing among young people. Over the past 30 years, the

percentage of children and adolescents in Asia country. who are

 12

overweight or at risk of becoming overweight has more than tripled to

37% and 34%, respectively (Ogden, et al., 2018).

This obesity crisis has been fueled by reductions in physical

activity, as well as overconsumption of foods high in fat and sugar

(Institute of Medicine (IOM), 2016). Health authorities believe that the

accumulation of unhealthy messages communicated to children through

food advertising is a leading cause of unhealthy consumption (Mendoza

& Holmes, 2016; IOM, 2016). Every day, children view, on average, 15

television food advertisements (Federal Trade Commission, 2017), and

an overwhelming 98% of these ads promote products high in fat, sugar,

and/or sodium. Moreover, food advertising to children portrays unhealthy

eating behaviors with positive outcomes. Snacking at non-meal times

occurred in 58% of food ads during children’s programming (Roque &

David, 2016). In addition to good taste, the most common product

benefits communicated include fun, happiness and being “cool” (Colta,

Gonzales, Enrique, Bell, & Melgar, 2018; Harrison & Marcos, 2016).

A number of reviews have examined the research on advertising

to children and conclude that food advertising leads to greater

preferences and purchase of the products advertised. In addition, as

assessed through correlational and quasi-experimental studies, heavier

 13

media viewing often predicts more unhealthy diets and higher body

weight among children. A few studies have also examined effects of food

advertising on actual eating behaviors, usually assessed by food choices

following exposure to advertising (see Fidel et al., 2017). One study with

high ecological validity exposed children at an overnight camp to a daily

cartoon with candy or fruit advertising, PSAs, or no ads. Over a 2-week

period, children who saw the candy ads selected fruit and orange juice as

a snack less often than the other children.

The literature reviews also highlight, however, the need for further

research -- specifically, more studies that establish a direct causal link

between food advertising and unhealthy diets. To begin to address this

need, Halford and colleagues recently demonstrated that groups of

children eat more immediately after viewing a series of 8–10 children’s

food commercials than after watching commercials for other products

(Harry, Bonin, Oliveira, 2017). Additionally, these effects occurred at the

category level, (i.e., increased consumption transferred to foods not

included in the presented advertisements). However, the authors did not

obtain support for their proposed mechanism: specifically, that

overweight children have greater recognition memory for food

advertisements, which in turn leads to greater consumption.

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According to RA 7394 ARTICLE 110, on advertisement shall be

false, deceptive or misleading if it is not in conformity with the provisions

of this Act or if it is misleading in a material respect. In determining

whether any advertisement is false, deceptive or misleading, there shall

be taken into account, among other things, not only representations

made or any combination thereof, but also the extent to which the

advertisement fails to reveal material facts in the light of such

representations, or materials with respect to consequences which may

result from the use or application of consumer products or services to

which the advertisement relates under the conditions prescribed in said

advertisement, or under such conditions as are customary or usual.

The literature reviews also emphasize the need to extend food

advertising research beyond children; to-date, very little is known about

such effects on adolescents and adults. Finally, most research has

examined advertising for calorie-dense, low-nutrient foods. As a result,

we know very little about how advertising for more nutritious food affects

eating behaviors. The present research addresses these gaps in our

knowledge and utilizes a new approach to study food advertising effects

using contemporary social-cognitive theories.

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FOREIGN LITERATURE

According to Brasted, (2017) Food related gender roles are not

the only way food is gendered. Certain types of food are literally assigned

gender through the maculation and feminization of foods. An important

factor to examine about the advertising world is the cultural effect that

ads have on people’s perception about society norms. Gender roles are

influenced on modern ads. For example, men are portrayed as

aggressive to gain power, wealth, and physically appealing. Ads tend to

show men these attributes.

Women are viewed differently in advertising. Women are shown in

domesticated roles such as care giver, mother, and cook. Women play a

more passive role compared to men. Products aim for women to look

appealing and beautiful while waiting for their love of their lives to take

them away. In ads, women should never lead or take charge of their

lives. (Brasted 2017).

Garnett (2018). A fundamental message that advertisers use

towards women is that food equals love. Women are encouraged that to

show their love for other with food is a definitive promise that women can

earn their families love by serving certain food. Food is pleasure. There is
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no expectation for men pleasing others with food. For some reason,

women in ads never portray finding any gratification in eating.

The marketing of food is also gendered. Basically, anything that is

not sold in a grocery store, such as fast food, is marketed towards

women. You will usually see ads that tell women their product will make

cooking for the family more convenient. These ads always feature a

woman who is over worked and then is saved by the product that makes

her and her family happy.

Historically, there is evidence that American’s food consumption

has increased in the last thirty years. There is no gender specific

correlation for increase of consumption but as food advertisement are

exposed to young adolescence, they are more likely to associate food as

a privilege to eat all the time. In addition to good taste for unhealthy food,

the most common product benefits fun, happiness and coolness.

Television viewing is the common pastime. The average adult

watches television four hours daily (Tucker,2018). Because television

viewers watch continuous messages of unhealthy food there will be an

increase of snacking. Which means that more calories are being

consumes.
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The younger generation of today are influenced by the internet,

magazines, and other media sources. To target the young population,

advertisements must be gender neutral. Cartoons, celebrities are role

models and ideals. The young generation want to be accepted. Female

magazine readers never targeted for food advertisements. Female

magazines never advertise unhealthy food but healthy options. This is

probably to encourage proper weight for both growing girls and women

(Cowburn,2016).

There is a relationship between gender and food advertisements.

Suggests that food advertisers focus their efforts on younger readers and

on magazine titles with a mixed or more boy-oriented content, perhaps to

avoid alienating the target market of young girls, where concerns related

to food and body weight have been documented.

Children are very susceptible to gender role stereotypes on

advertisements.

Advertiser’s use gender in food advertising to children. Previous

studies of gender preference in children’s advertising suggest gender

bias exists. Food products are most often gender ‐ neutral. Advertising for

food products is compared to non‐ food advertisements. Examines

measures gender of dominant product user, gender of main character,

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aggressive behavior level, and soundtrack volume. A sample of food

advertisements to children exhibits greater gender preference in

presentation than the comparison sample of non-food advertisements to

children. This suggests that food advertising should consider gender bias

among other factors when proceeding with self-regulation of children’s

advertising (Childs).

Consumers, the subject and target of advertisements, thought of

their own relationship to food, love, and power. Indeed, advertisement

after advertisement declared that women were bound to buy and prepare

food for their families, but men were portrayed frequently as helpless and

inept when it came to feeding themselves, and some ads even displayed.

Even through overall exposure to the media men and children are more

likely to consume more. Taking advantage of gender behaviors and

trends tend to sell food. Women are more superior and worry more about

what they eat but when it comes to family’s fast food is convenient.

Advertising’s key role in shaping public discourse regarding the interplay

of food, gender roles, and consumption in twentieth-century U.S. society

and culture.
 19

(Collins, Tonnessen, Barry & Yeates,) A survey from Ireland,

Australia, Norway, and the United States showed that TV ads played an

important role in stimulating the interests of children eating behavior.

(Lavine, Sweeney, & Wagner, 2019) The prevalence of food

advertisement couples with the pressure to be thin creates a difficult

situation to all the people. Research has indicated that posters promote

gender stereotypes and unrealistic standards of the person’s body

shape, thereby producing distorted body images.

Several studies have documented associations between the

number of hours of television watched and the prevalence of obesity

among people (Rockville). Research is needed to examine possible

effects between exposure to food advertisement, eating preference and

obesity (Tucker KL, 2019).

Studies - are done to discover new information or to answer a

question about how we learn, behave and function with the end-goal of

benefitting society. Some studies might involve simple tasks like

completing a survey, being observed among a group of people or

participating in a group discussion. Studies are from researchers or from

official public offices, and thesis from different universities and libraries.
 20

LOCAL STUDIES

A local study undertaken by San Joaquin (2020), “The role of children’s

television exposure in their conceptions, attitudes, and preferences as regards

food and nutrition”.

Robles Interactive, (2019), “The Millennials” are the generation who are

currently transitioning from adolescence into family life. Millennial Generation

are those born between 1982 and 2000. With an approximate spending on

consumption spanning at $200 billion, Millennials are an important part to the

Philippines economy.

(Solis, & Kestra, et al., 2018; Neu Borne, 2016). Millennials are known

to desire connection and share experiences making them highly sociable,

more so than preceding generations. They place high value on lifestyle

balance and enjoy shopping. They are known to like instant gratification,

humor, irony, frankness, and believe in things being done in a timely manner.

Roque (2016). Millennials are known to engage in purchase activities

and are influential in the family’s spending and peers’ decisions Notably, a

majority of Millennials who are now young adults still depend on their parents
 21

as they grew up having access to their parents’ funds (Dannar, 2018; Robles,

2018). Also, they are not as materialistic as the previous group of Generation

X. Very few will have commitments in terms of tangible property and, as such,

they have fewer financial commitments such as mortgages. Thus, it allows

them to have a greater portion of disposable income to use for entertainment

and outings. A previous study showed a link between Millennial socializing,

entertainment and consumption patterns, it may follow that their interest in

having fun, and their notably high spending ability builds on the notion that

Millennials live for the moment and believe in enjoying themselves.

Also, it shows that food plays an important part in the Millennial

consumer’s social interaction and that they may spend their money on outings

that include dining as compared to other experiences.

(Kotler, Brice, Dizon, Brown, & Armrosio, 2017; AMA, 2018) “Marketing

and Promotional Tool” marketing is defined as the activities and processes for

creating value and satisfaction, communication, and delivery that offers value

to customers. There are a number of marketing tools such as advertising,

promotion, packaging, and branding. Advertising, as a marketing tool, is an

important factor in the ales and promotion of fast-food products to consumers.

It may also be used to depict a lifestyle that consumers hope to achieve.

In highlighting the growth of fast-food advertising, Story and French

point out that food advertising practices have become intense and competitive
 22

in targeting specific groups of consumers. People form their eating habits as

early as childhood. Therefore, fast food marketers spend a lot of time

targeting children so they can build product awareness in children. This high

awareness rate would translate into increased consumption of fast food,

which might lead to increased BMI (Escober, 2018).

Furthermore, Brice (2016) adds that consumer and product knowledge

are important attributes to advertising as they impact purchasing decisions.

The unparalleled fast food product growth has led to a wide assortment of

food choices for prospective consumers. Growth in available food products in

the Philippines has more than doubled over the past decade. As the second

largest advertiser in the Philippine economy, the Philippines food system uses

mainly television, newspaper, magazine, billboard, and radio advertisements

to build brand awareness and loyalty among consumers (Zamora & Zuniga,

2017; reported that the fast-food industry spent $4.2 billion on fast food

advertising as a way of encouraging frequent visits by customers.

Furthermore, they alluded that the majority of the advertisements were

targeted at youth and promoted high calorie menu items.

With competition aimed at getting consumers’ attention, advertisers

use a variety of media to communicate information about their products. Far

reaching advertising methods that include traditional media along with newer

internet- based methods such as direct mail, electronic communication, and

 23

nutritional labeling that serve to spread information in food advertising.

Extensive marketing is driven largely by marketers’ desire to develop and

build brand awareness, preference and loyalty among consumers.

According to Kyle Ortiz (2018),” Body Image”, media creates

stereotypes that are used by marketing companies to create target groups.

Continuous rigorous marketing on television shows, movies, music videos,

and magazines is used by marketers to target different consumer

demographics. For example, fast food advertisement that targets Millennials

with little to no cooking experience would be very appealing as they would not

have to worry about cooking in their study on age and gender differences in

food preferences, found a strong relationship between familiarity with products

and preferences created by repeated advertising practices. With a plethora of

ways to reach consumers,

Millennials have not been able to avoid this bombardment of

information. Numerous influences impact the Millennial consumers’ behaviors

and food choices. Advertisements have been singled out as a leading factor in

Millennials’ choices. Millennials live in a media saturated environment.

Millennials are known to be confident and technology savvy, and to view

electronic media as a source of information. As such, the internet is their

primary source of trusted information. The use of multiple media resources

may give them added shopping motivation that might have an impact on
 24

purchasing choices. These Millennial characteristics may have an implication

for marketers, as it would necessitate marketing in a different way that would

target the Millennial and entice them to buy.

(Insurance Times, 2018) “The Influence of Advertising/Marketing on the

Millennials” at 83 million people, Millennials are considered the largest and

most influential generation of consumers currently reaching adulthood.

Millennials distinctive traits, lifestyles, values, behavior, and attitudes that

stand out when compared to other groups, with possess a spending power

that translates to over 43% of the total consumer population. Millennials

devote an increasing amount of time to social media and web surfing where

they communicate with buyers, sellers, and advertisers. As they are known to

be savvy with enhanced awareness and involvement, it stands to reason that

they would take time to investigate and inform themselves about products in

the market. Traditional advertising used for preceding generations has been

found to be non-effective among this cohort. Millennials have been found to

share ideas among each other when making a decision as opposed to being

convinced by advertisements.

Beltran (2017), “The Impact of Fast Food Marketing on Millennials”

Contrary to previous findings, global survey found that Millennials are more

trusting when it comes to information relayed by advertisements either

through the internet, TV, and other means. Identified as being rash in nature,
 25

Millennials are increasingly vulnerable to marketing and advertisements found

coupons and email updates with graphic designs to be influential in grabbing

the Millennial generation’s attention. Freebies and reasonable pricing have

been found to be a lure to Millennials, as they allow for interaction with

products and may help to generate favorable purchasing decisions.

FOREIGN STUDIES

Cole & Preece (2017), “Effect of television for food advertisement”

Preschool children viewed a videotape of a popular children's cartoon either

with or without embedded commercials. Children were then asked to identify

their preferences from pairs of similar products, one of which was advertised

in the videotape with embedded commercials. Preschoolers' parents were

interviewed to determine children's demographic characteristics and media

use patterns.

Children exposed to the videotape with embedded commercials were

significantly more likely to choose the advertised items than children who saw

the same videotape without commercials.

Garnett (2016) “Food Advertising and Marketing Directed at Children

and Adolescents in the US” that advertising industry spends hours and money

how a person views Food advertisement being the most viewed and

consumed however, in the advertising world men and women are portrayed
 26

differently. Food advertising know how to target towards men and women by

creating gender stereotypes in hopes of appealing to the population. Which

plays the cultural expectations for the population to act how gender should

present themselves.

According to experiment of Jennifer L. Harris (2017), “Priming effects of

television food advertising on eating behavior” it provides converging

evidence of an automatic, direct causal link between food advertising and

greater snack consumption, and further contradict industry claims that

advertising affects only brand preferences and not overall nutrition (Young,

2019). Overall, the findings were highly consistent. In both studies, and across

diverse populations, food advertising that promoted snacking, fun, happiness,

and excitement (i.e., most children’s food advertisements) directly contributed

to increased food intake. In addition, as previously found by Halford et al.

(Halford,2020), similarity between the foods provided and those advertised

was not required. Finally, these effects occurred regardless of participants’

initial hunger, and amount consumed after viewing snack advertising was

completely dissociated with adult participants’ reported hunger.

The potential health consequences of these naturally occurring

advertising priming effects on overall diet and attempts to control unhealthy

eating are far-reaching. Children may be most consistently affected, yet snack

advertising also increased adult consumption, especially for men and those
 27

attempting to diet. In addition, the effects persisted after the viewing session.

Therefore, it may not be possible for one to avoid influence simply by not

snacking while watching TV; TV viewing could also lead to increased

consumption during a subsequent snack or meal.

One limitation of our findings (as with most laboratory experiments) is

that real world exposure to advertising stimuli occurs in a wide variety of

contexts, and we cannot be certain that other situational factors (e.g., viewing

with others, viewing at other times of the day, or viewing for other purposes)

would not have moderated the advertising effects.

To optimize both external and internal validity, however, we imitated

natural TV viewing conditions as closely as possible within a controlled

setting. We feel confident, therefore, that the increased snacking was due to

the advertising, and that these effects do occur during real-world viewing.

According to Tucker KL (2017) “The effects of television food

advertisement on a person’s eating behavior” a recent review concluded that:

studies of eating behavior using experimental designs have consistently

shown that children exposed to advertisement will choose advertised food

products at significantly higher rates than children who were not exposed;

findings from food purchase request studies based on surveys, diaries,

experimental trials, and direct observation of mother-child pairs shopping

have consistently shown that children's exposure to food television

 28

advertisement increases the number of attempts children make to influence

food purchases their parents buy; purchase requests for specific brands or

categories of food products also reflect product advertisement frequencies;

and fewer studies have been conducted on food advertisement effects on

actual food intake, in part due to difficulty in controlling children's exposure to

advertisement or to foods outside experimental settings.

RELEVANCE OF RELATED STUDIES AND LITERATURE TO THE

PRESENT STUDY

The studies reviewed and presented in the study showed important

comportments to the present study. The studies were alike to the present for

the effects of food advertisement on consumers eating behavior.

This chapter is about the related articles about the effects of food

advertisements on eating behavior, according to Garnett (2018) The

advertising industry spends hours and money how a person views Food

advertisement being the most viewed and consumed however, in the

advertising world men and women are portrayed differently because

Television viewing is the common pastime. The average adult watches

television four hours daily (Tucker,2018). Because television viewers watch

continuous messages of unhealthy food there will be an increase of

snacking. Aside from the television the younger people in today’s generation

are influenced by the internet, magazines, and other media sources. To

 29

target the young population, advertisements must be gender neutral.

Cartoons, celebrities are role models and ideals. The young generation

want to be accepted. Female magazine readers never targeted for food

advertisements. Female magazines never advertise unhealthy food but

healthy options. This is probably to encourage proper weight for both

growing girls and women (Cowburn,2017). Adults are perceived to have

greater immunity to advertising effects relative to children due to their

greater cognitive processing abilities. As a result, existing food advertising

regulations are focused primarily on limiting children’s exposure to

advertisements for EDNP foods. The outcome is that these regulations do

not consider the broader influence of the sheer quantity of advertisements

for EDNP foods that has the potential to normalize EDNP food consumption

patterns at a societal level.

The results of the present study indicate that advertising can lead both

parents and children to evaluate products more favorably and influence their

perceptions of the desirability and acceptability of food products. According

to (Lavine, Sweeney, & Wagner) The prevalence of food advertisement

couples with the pressure to be thin creates a difficult situation to all the

people, the potential health consequences of these naturally occurring

advertising priming effects on overall diet and attempts to control unhealthy

eating are far reaching. Children may be the most consistently affected, yet

snack advertising also increased adult consumption, especially for men and
 30

those attempting to diet. In addition, according to (Signorielli & Staples)

Unintentionally viewing of online ads was also one of the strong pull-on

perceptions on nutrition, controlling for gender, race, education, and

occupation.

According to (Horgan KB, Choate M, Brownell KD, 2019) The research

evidence is strong showing that a person’s eating behavior and food

purchase requests for high sugar and high fat foods are influenced by

television exposure to food advertisement. Only a few studies have been

done on food advertisement and the effects on children's actual food intake.

According to (Brasted, 2016) Food related gender roles are not the

only way food is gendered. Certain types of food are literally assigned

gender through the maculation and feminization of foods. An important

factor to examine about the advertising world is the cultural effect that ads

have on people’s perception about society norms. Gender is influenced on

modern ads.

CONCEPTUAL FRAMEWORK

This study focuses on the effects of promotional tool on consumers

eating behavior. This study consists of Input, Process, and the Output.

Input provides the respondents, background and discusses the

statement of the problem.

 31

Process provides the data gathered using Random Sampling.

Output contains the result of the survey.

INPUT PROCES
 Profile of the  Conduct of survey to
respondents selected
 Food advertising that respondents
influences eating
behavior of the  Gathering of data
respondents from the survey
 Effects does
 Analysis and
advertising have on interpretation of
the consumption of Data
unhealthy food
 Utilization of findings

OUTPUT
Crafted a guide of food advertisement
on consumers eating behavior

Figure 1: Paradigm of the Study

 32

Chapter 3

RESEARCH METHODOLOGY

This chapter presents the research design, respondents of the study,

sampling technique, instrument used in the study, construction of the

questionnaires, validation of the instrument, administration and retrieval of the

questionnaires and the statistical treatment of data in the attempt to know the

Effect of food advertisement on consumers eating behavior.

RESEARCH DESIGN

This study employed the descriptive design to determine and analyze

the effects of food advertisement on consumers eating behavior. According to

Shuttleworth (2021), descriptive design is a scientific method which involves

observing and describing the behavior of a subject without influencing it in any

way. More simply put, descriptive research is all about describing people who

take part in the study.

RESPONDENTS OF THE STUDY

 33

This section describes the respondents who complete a survey or

interview for the researcher, or who provide data to be analyzed for the

research study.

The respondents of the study are composed of fifty (50) respondents

from 4rth year BSHM students of Bestlink College of the Philippines that are

classified as Students, Employed and Unemployed.

SAMPLING TECHNIQUE

The researchers used simple random sampling in choosing the

samples. A simple random sample is a randomly selected subset of a

population. In this sampling method, each member has an exactly equal

chance of being selected. The researchers chose randomly from 4 th year

students of BCP as respondents. The proponent had come up with 50

students as respondent from this level.

INSTRUMENT USED IN THE STUDY

In this study, the researchers indicate to use a survey questionnaire as

research tool to determine the effects of food advertisement on the behavior of

the consumers. The survey questionnaire is divided into 2 parts, the first part is

consisting of the demographic profile which is: name, age, employment status

(students, employed or unemployed) and income, the second part is consist of

 34

questions about the Effects of Promotional tools on consumers eating

behavior.

Some unclear confusing and doubtful answers in the questions were

clarified in this process. In addition to that, the instrument was validated by the

research adviser, Doc. Dana France Ignacio, before it laid on to the study.

CONSTRUCTION OF THE QUESTIONNAIRE

To formulate the concept and framework of the study and to determine

the variables and indicators to be used, the researchers prepared the initial

draft of the questionnaire based on the readings, and interviews. The

questionnaire is being check by the research adviser and who in turn

suggested some changes to improve the questionnaire.

VALIDATION OF INSTRUMENT

The researcher pre-tested the instrument to the five (5) students of

Hospitality Management who are not among the chosen respondents. The

purpose of this was to find out if there were still unclear or confusing items in

the questionnaire, also to know how the subject will react to it based on the

items that indicates to the questionnaires.

To gather the survey, the survey questionnaire was made validated by

statistician, grammarian and expert.

 35

ADMINISTRATION AND RETRIEVAL OF THE

QUESTIONNAIRE

The researcher asked permission and approval from the management

to float the questionnaire. Once permitted, the researcher administered the

research instrument to the subjects of the study, with the assistance of their

colleagues, they will able to retrieved one hundred percent (100%) of

questionnaires.

STATISTICAL TREATMENT OF DATA

The data that were yielded by the questionnaire were tallied, tabulated

and subjected to statistical treatment in order to ensure validity, reliability and

interpretation. A combination of quantitative and qualitative techniques was

employed in the assessment.

The tabular method of presentation was done where the primary data

obtained via the questionnaire were collected, summarized and presented

through the use of tables. The data were treated through the use of the

following statistical methods:

1. Frequency and Percentage Distribution

Frequency distribution is the itemized summary of responses for each

question on the bases of categories established in the study or based on the

set of replies pre-established in the questionnaire.

 36

Percentage distribution summary is the itemized summation of the

percentage of the frequency of response for each question based on the

arithmetical percentage of the frequency distribution to the total number of

responses.

Formula:
P = (f) X 100
N
Where:
P = percentage
F = frequency
N = number of respondents
2. Ranking

This was used to reinforce the description of percentage and weighted

mean in order to determine the positional importance of items or subjects

analyzed.

3. Weighted mean

To qualify the responses on the rating scale, the five-point Likert scale

method of measuring perceptions/attitudes were used. Each statement has

five responses that were classified under degree of frequency with weight of 5,

4, 3, 2 and 1.
 37

The respondents reacted to every perception item by checking one out

of five possible answer or responses. Thus, the score was the sum of the

weight of the responses checked.

Formula:

Wx = Ʃfx

Where:

Wx = weighted mean

Ʃfx = sum of the product of the frequency

N = number of respondents

F = frequency of response

The equivalent point assigned to each indicated item indicated

the extent of existence of the conditions as perceived by the respondents was

determine by estimating each weighted average, which becomes the verbal

descriptions:

Weighted Mean Interpretation

4.50- 5.0 - 5 Very Effective (VE)

 38

3.50- 4.49 – 4 Effective (E)

2.50- 3.49 - 3 Moderately Effective (ME)

1.59- 2.49 - 2 Ineffective (1)

1.0 – 1.49 - 1 Very Ineffective (VI)

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LOCAL LITERATURE
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342310172_Worldwide_epidemic_of_obesity
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%20unhealthy%20consumption.&text=But%2C%20the%20obesity%20or
%20overweight,greater%20consumption%20for%20food%20advertisements.
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Adolescents in the US.
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Garnett (2018). Gender and Food Advertising.
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Behavior.
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FOREIGN STUDIES
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