Marketing campaigns by fast food brands elicit different reactions in boys and girls, a new study has found.

According to research by Australia’s Cancer Council and the National Heart Foundation, 45 per cent of teenage boys regularly consume fast food, compared with 34 per cent of girls.

A similar trend was found with sugary drinks, with these products being frequently consumed by 28 per cent of boys and 14 per cent girls.

This disparity could be partly down to the differences in how young males and females react to fast food brands’ promotional activities.

For instance, 40 per cent of boys were found to have chosen a particular outlet because it was running a giveaway or special offer with meals. By contrast, just 30 per cent of girls were influenced by this tactic.

Similarly, 25 per cent of boys were happy to purchase a soft drink or snack food so they could enter a competition – compared with just 15 per cent of girls.

A product’s association with a famous face can also influence the purchasing decisions of young people.

Some 29 per cent of boys and 19 per cent of girls said they bought a particular food or drink item if it was linked with a sports personality or movie star whom they like.

Junk food marketers find boys more susceptible than girls, survey shows, The Guardian

Posted by Robin McCrink