Effects of Fast Food Branding on Young Children's Taste Preferences. Export

@article{citeulike:1543421, abstract = {OBJECTIVE: To examine the effects of cumulative, real-world marketing and brand exposures on young children by testing the influence of branding from a heavily marketed source on taste preferences. DESIGN: Experimental study. Children tasted 5 pairs of identical foods and beverages in packaging from McDonald's and matched but unbranded packaging and were asked to indicate if they tasted the same or if one tasted better. SETTING: Preschools for low-income children. PARTICIPANTS: Sixty-three children (mean +/- SD age, 4.6 +/- 0.5 years; range, 3.5-5.4 years). Main Exposure Branding of fast foods. OUTCOME MEASURES: A summary total taste preference score (ranging from -1 for the unbranded samples to 0 for no preference and +1 for McDonald's branded samples) was used to test the null hypothesis that children would express no preference. RESULTS: The mean +/- SD total taste preference score across all food comparisons was 0.37 +/- 0.45 (median, 0.20; interquartile range, 0.00-0.80) and significantly greater than zero (P<.001), indicating that children preferred the tastes of foods and drinks if they thought they were from McDonald's. Moderator analysis found significantly greater effects of branding among children with more television sets in their homes and children who ate food from McDonald's more often. CONCLUSION: Branding of foods and beverages influences young children's taste perceptions. The findings are consistent with recommendations to regulate marketing to young children and also suggest that branding may be a useful strategy for improving young children's eating behaviors. Trial Registration clinicaltrials.gov Identifier: NCT00185536.}, address = {Stanford Prevention Research Center, Hoover Pavilion, Room N229, Mail Code 5705, 211 Quarry Rd, Stanford, CA 94305-5705. tom.robinson@stanford.edu.}, author = {Robinson, T. N. and Borzekowski, D. L. and Matheson, D. M. and Kraemer, H. C.}, citeulike-article-id = {1543421}, citeulike-linkout-0 = {http://dx.doi.org/10.1001/archpedi.161.8.792}, citeulike-linkout-1 = {http://view.ncbi.nlm.nih.gov/pubmed/17679662}, citeulike-linkout-2 = {http://www.hubmed.org/display.cgi?uids=17679662}, doi = {10.1001/archpedi.161.8.792}, issn = {1072-4710}, journal = {Arch Pediatr Adolesc Med}, keywords = {advertisement, branding, food, obesity}, month = {August}, number = {8}, pages = {792--797}, posted-at = {2007-08-08 15:17:52}, priority = {2}, title = {Effects of Fast Food Branding on Young Children's Taste Preferences.}, url = {http://dx.doi.org/10.1001/archpedi.161.8.792}, volume = {161}, year = {2007} }

TY - JOUR ID - citeulike:1543421 L3 - citeulike-article-id:1543421 N2 - OBJECTIVE: To examine the effects of cumulative, real-world marketing and brand exposures on young children by testing the influence of branding from a heavily marketed source on taste preferences. DESIGN: Experimental study. Children tasted 5 pairs of identical foods and beverages in packaging from McDonald's and matched but unbranded packaging and were asked to indicate if they tasted the same or if one tasted better. SETTING: Preschools for low-income children. PARTICIPANTS: Sixty-three children (mean +/- SD age, 4.6 +/- 0.5 years; range, 3.5-5.4 years). Main Exposure Branding of fast foods. OUTCOME MEASURES: A summary total taste preference score (ranging from -1 for the unbranded samples to 0 for no preference and +1 for McDonald's branded samples) was used to test the null hypothesis that children would express no preference. RESULTS: The mean +/- SD total taste preference score across all food comparisons was 0.37 +/- 0.45 (median, 0.20; interquartile range, 0.00-0.80) and significantly greater than zero (P<.001), indicating that children preferred the tastes of foods and drinks if they thought they were from McDonald's. Moderator analysis found significantly greater effects of branding among children with more television sets in their homes and children who ate food from McDonald's more often. CONCLUSION: Branding of foods and beverages influences young children's taste perceptions. The findings are consistent with recommendations to regulate marketing to young children and also suggest that branding may be a useful strategy for improving young children's eating behaviors. Trial Registration clinicaltrials.gov Identifier: NCT00185536. IS - 8 JF - Arch Pediatr Adolesc Med SN - 1072-4710 AD - Stanford Prevention Research Center, Hoover Pavilion, Room N229, Mail Code 5705, 211 Quarry Rd, Stanford, CA 94305-5705. tom.robinson@stanford.edu. EP - 797 TI - Effects of Fast Food Branding on Young Children's Taste Preferences. VL - 161 SP - 792 KW - advertisement KW - branding KW - food KW - obesity AU - Robinson, TN AU - Borzekowski, DL AU - Matheson, DM AU - Kraemer, HC PY - 2007/08// UR - http://dx.doi.org/10.1001/archpedi.161.8.792 ER -