%0 Journal Article
%T Kids, Caregivers, and Cartoons: The Impact of Licensed Characters on Food Choices and Consumption
%A Bridget Leonard
%A Kenneth C. Manning
%A Margaret C. Campbell
%J Journal of Public Policy & Marketing
%@ 1547-7207
%D 2019
%R 10.1177/0743915619827919
%X This research examines effects of on-package licensed characters on children¡¯s and caregivers¡¯ choices of healthy and indulgent food and children¡¯s consumption amount. The authors propose that food liking exerts the greatest influence on children¡¯s choices and consumption, such that the impact of on-package characters will be limited to choices between equally liked options. Caregivers¡¯ choices are primarily influenced by their food goals for their children; thus, the impact of characters will likewise be limited to caregivers¡¯ within-category choices. Two experiments show that a character influences children¡¯s choices between two same-category options but not between indulgent and healthier options. A third experiment reveals that food liking influences amount consumed, while the presence of a character influences neither amount consumed nor food liking. Two additional experiments show that characters influence caregivers¡¯ choice between the same foods, but not between different food types or intention to purchase a food. The expanded framework for the effects of licensed characters¡ªtaking into account choice versus consumption, children versus caregivers, and healthy versus unhealthy foods¡ªenhances understanding for consumers, practitioners, and policy makers
%K food choice
%K food consumption
%K children
%K licensed cartoon characters
%K marketing to children
%U https://journals.sagepub.com/doi/full/10.1177/0743915619827919