The effect of pediatricians' obesity and gender on children's perceptions

Abstract

Purpose

The purpose of this paper is to examine the effect of pediatricians' obesity and gender on children's perceptions of physicians. In particular, to examine the extent and direction of obesity and gender on children's perceptions of likability, expertise, and trustworthiness.

Design/methodology/approach

The study utilizes an experimental design. The actual sample is 138 children between six and 12 years of age.

Findings

The results indicate that physicians' gender did not influence children's perception of pediatricians' personal characteristics. However, physicians' obesity did influence children's perceptions. Specifically, obese pediatricians were judged less likable and less expert than non‐obese pediatricians.

Originality/value

The research informs two important gaps in the literature. First, personal characteristics influence perceptions of credibility, and children perceive obese persons negatively, just as adults do. Second, the paper lays out a rigorous experimental design that adapts scales and materials for use with child‐subjects.

Citation

Brudvig, S. and Borna, S. (2012), "The effect of pediatricians' obesity and gender on children's perceptions", Young Consumers, Vol. 13 No. 2, pp. 147-160. https://doi.org/10.1108/17473611211233495