[Study] evaluated 80 children between the ages of 4 and 6 years (average age 5.6 years), to determine if using a licensed spokescharacter on food packaging affected children’s taste assessment of the cereal.
Children were shown boxes of cereal labeled either Healthy Bits or Sugar Bits, with some boxes featuring media characters and some without. Having seen only the box, participants were asked to rate the taste of the cereal on a scale of one to five.
Almost all the children reported liking the cereal, however those who saw a popular media character on the box reported liking the cereal more than those who viewed a box without a character on it.
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