The Effect of Adult Individuals' Advertisement Watching and Food Purchasing Preferences on Body Weight

Abstract

Objectives: The prevalence of obesity has increased dramatically in recent decades, presenting a significant global health challenge. This study investigates the impact of exposure to television advertisement and food purchasing preferences on body weight among adults. Material and Methods: Using a sample of 1051 individuals aged 18-45 years, data were collected through online surveys assessing demographic characteristics, television viewing habits, advertisement exposure, and food purchasing behaviors. Results: Female participants showed a greater inclination towards food advertisements and subsequent food purchases influenced by advertisements(p<0.001). Correlation analyses showed a positive relationship between television viewing time and BMI (Body Mass Index) (r=0.10, p<0.001). Although BMI was statistically higher in those who watched non-food advertisements (p<0.001), multiple regression analysis showed that this relationship was related to factors such as age and gender (p<0.001) rather than the type of advertisement (p=0.181). Conclusion: The findings suggest that TV viewing time, older age, and male gender are the primary predictors of higher BMI in adults, food advertisement exposure significantly shapes purchasing behaviors, particularly among women. The findings suggest that the perceived link between advertisement types and body weight is largely mediated by demographic factors. Therefore, obesity prevention strategies should expand beyond child-focused measures to include adult-oriented interventions that address sedentary screen time and the psychological impact of food marketing on household food choices.

Keywords

• advertisement
• obesity
• body mass index

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