Eyes in the Aisles: Why Is Cap'n Crunch Looking Down at My Child?

被引：13

作者：

Musicus, Aviva ^{[1
]}

Tal, Aner ^{[2
]}

Wansink, Brian ^{[3
,4
]}

机构：

[1] Yale Univ, New Haven, CT USA

[2] Cornell Univ, Charles H Dyson Sch Appl Econ & Management, Ithaca, NY 14853 USA

[3] Cornell Univ, Charles H Dyson Sch Appl Econ & Management, Mkt, Ithaca, NY 14853 USA

[4] Cornell Univ, Charles H Dyson Sch Appl Econ & Management, Food & Brand Lab, Ithaca, NY 14853 USA

来源：

ENVIRONMENT AND BEHAVIOR | 2015年 / 47卷 / 07期

关键词：

eye contact; spokes-characters; cereal; food marketing to children; product packaging; NEURAL ACTIVATION; VISUAL-ATTENTION; YOUNG-PEOPLE; FACE; GAZE; CUES; FACILITATION; COOPERATION; FAMILIARITY; CHARACTERS;

D O I：

10.1177/0013916514528793

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

To what extent do cereal spokes-characters make eye contact with children versus adults, and does their eye contact influence choice? In study 1, the shelf placement and eye positioning of 86 cereal spokes-characters were evaluated in 10 grocery stores in the Eastern United States. We calculated the average height of cereal boxes on the shelf for adult- versus children-oriented cereals (48 in. vs. 23 in.) and the inflection angle of spokes-characters' gaze (0.4 degrees vs. -9.6 degrees). We found that cereal characters on child- (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 toward 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.

引用

页码：715 / 733

页数：19