Abstract

http://ssrn.com/abstract=2419182
 


 



Eyes in the Aisles: Why Is Cap’N Crunch Looking Down at My Child?


Aner Tal


Cornell University

Aviva Musicus


Yale University

Brian Wansink


Cornell University

April 1, 2014


Abstract:     
To what extent do cereal spokes-characters make eye contact with children versus adults, and does their eye contact influence choice? The shelf placement and eye positioning of 86 cereal spokes-characters were evaluated in ten grocery stores in the Eastern United States. In Study 1, we calculated the average height of cereal boxes on the shelf for adult- versus children-oriented cereals (48 versus 23-in.) and the inflection angle of spokes-characters’ gaze (0.4 versus -9.6 degrees). We found that cereal characters on children- (adult-) oriented cereals make incidental eye contact at children’s (adults’) eye level. In Study 2, we showed that eye contact with cereal spokes-characters increased feelings of trust and connection to the brand, as well as choice of the brand over competitors. Currently, many of the cereals targeted towards children are of the heavily sugared, less healthy variety. One potential application of this finding would be to use eye contact with spokes-characters to promote healthy choices and healthier food consumption.

Number of Pages in PDF File: 32

Keywords: Eye contact, spokes-characters, cereal, food marketing to children, product packaging

working papers series


Download This Paper

Date posted: April 3, 2014  

Suggested Citation

Tal, Aner and Musicus, Aviva and Wansink, Brian, Eyes in the Aisles: Why Is Cap’N Crunch Looking Down at My Child? (April 1, 2014). Available at SSRN: http://ssrn.com/abstract=2419182 or http://dx.doi.org/10.2139/ssrn.2419182

Contact Information

Aner Tal
Cornell University ( email )
Ithaca, NY 14853
United States
Aviva Musicus
Yale University ( email )
New Haven, CT 06520
United States
Brian Wansink (Contact Author)
Cornell University ( email )
Ithaca, NY 14853
United States
Feedback to SSRN


Paper statistics
Abstract Views: 2,292
Downloads: 563
Download Rank: 25,565
Paper comments
No comments have been made on this paper

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo6 in 0.359 seconds