Using Brand Characters to Promote Young Children's Liking of and Purchase Requests for Fruit

Abstract

The aim of this experiment was to investigate whether brand characters can enhance children's liking of and purchase request intent for fruit compared to candy. The authors assigned 216 preschool students between the ages of 4 and 6 years to 9 experimental conditions in which they were presented with a healthy snack (chopped bananas) and an unhealthy snack (banana candy). The packages of these snacks portrayed a familiar character (i.e., Dora from Dora the Explorer or SpongeBob from SpongeBob SquarePants), an unfamiliar character, or no character (control group). The authors’ results showed that brand characters can increase children's liking of and purchase request intent for fruit up to a level similar to candy. However, the effects on liking and purchase request intent did not differ between familiar and unfamiliar characters. These results may be helpful for future marketing campaigns to promote children's consumption of healthy foods.

Notes

^{a, b} Row differences are significant at least at p < .01 (one-tailed).

^{x, y} Column differences are significant at least at p < .01 (one-tailed).

^{x, y} Column differences are significant at least at p < .05 (one-tailed).