More evidence of the influence of promotional characters

Brand equity characters influence 4-8 year old children’s food preference and choice. That’s the results of a study that asked 209 children to rate their taste preference and preferred snack when presented with snacks with and without brand equity characters on the packaging. Previous studies have found that licensed characters influence children’s food preferences and choices and licensed characters are mentioned in some food marketing regulation. The researchers suggest that brand characters be included in any regulation of marketing to children.

McGale LS, Halford JCG, Harrold JA, Boyland EJ. The influence of brand equity characters on children’s food preferences and choices. The Journal of pediatrics 2016


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