Abstract
Objectives
This study examines the effects of branding and packaging on young children’s taste preferences.
Methods
Preschool children aged 3 to 5 (n=65) tasted five pairs of identical foods in packaging from McDonald’s and in matched packaging that was either plain, Starbucks-branded, or colourful (but unbranded). Children were asked if the foods tasted the same or if one tasted better.
Results
Children preferred the taste of foods wrapped in decorative wrappings, relying more on aesthetics than on familiar branding when making their choices.
Conclusions
The findings suggest the need to explore questions beyond commercial advertising (and brand promotion) on television and other media platforms. More attention should be directed at the important role of packaging in directing children’s food preferences.
Key Words: Child, preschool, marketing, fast food, advertising as topic, taste perception
Résumé
Objectifs
Examiner les effets de l’image de marque et des emballages sur les préférences gustatives des jeunes enfants.
Méthode
Des enfants d’âge préscolaire de 3 à 5 ans (n=65) ont goûté à cinq paires d’aliments identiques placés dans des emballages de McDonald’s et dans des emballages assortis: neutres, de marque Starbucks ou colorés (mais sans marque). Nous avons demandé aux enfants si ces aliments goûtaient la même chose ou si l’un d’eux avait meilleur goût.
Résultats
Les enfants ont préféré le goût des aliments dans des emballages décoratifs, se fiant davantage à l’esthétique qu’à la familiarité des marques pour faire leurs choix.
Conclusions
Ces constatations montrent qu’il faut explorer d’autres questions que la publicité commerciale (et la promotion de l’image de marque) à la télévision et sur d’autres plateformes médiatiques. Il faudrait accorder plus d’attention au rôle important des emballages dans l’orientation des préférences gustatives des enfants.
Mots Clés: enfant d’âge préscolaire, marketing, aliments de restauration rapide, publicité comme sujet, perception du goût
Footnotes
Acknowledgements: This study was supported by the BMO Financial Endowment in Healthy Living, Alberta Children’s Hospital Research Institute for Child and Maternal Health (ACHRI). The lead author acknowledges the Canadian Institutes of Health Research (CIHR) Canada Research Chairs program and the Calgary Institute for the Humanities (CIH) for affording the opportunity to undertake this project.
Conflict of Interest: None to declare.
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