The Impact of Licensed Cartoon Characters on Children’S Eating Choices

This research investigates whether including licensed cartoon characters on food packaging impacts (1) children’s preferences, and (2) the amount that children consume. Study findings indicate that children choose and consume more healthy and unhealthy snack foods when the package shows a licensed character than when it does not.


Bridget Leonard, Kenneth C. Manning, and Margaret C. Campbell (2012) ,"The Impact of Licensed Cartoon Characters on Children’S Eating Choices", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 85-89.


Bridget Leonard, University of Colorado, USA
Kenneth C. Manning, Colorado State University, USA
Margaret C. Campbell, University of Colorado, USA


NA - Advances in Consumer Research Volume 40 | 2012

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