Pairing Animal Cartoon Characters With Produce Stimulates Selection Among Child Zoo Visitors

Abstract

In order to address the pervasive trend of underconsumption of fruits and vegetables among children, we examined the hypothesis that children would be more likely to select fruits (apple slices, bananas, and oranges) and vegetables (baby carrots) when paired with animal cartoon image than when available without the character image. Tested in a randomized experiment using counterbalancing, products were arranged on two tables at two separate family fun nights held at a local zoo. Animal character produce parings were manipulated by placing one of two animals (tamarin or iguana) next to two of the four fruit or vegetable selections at each table, and by changing when available without the image. In total, 755 produce selections were made. Significantly more products paired with a character were selected (62.38%) than the same products, not paired (37.62%), χ2 = 46.32, df = 1, p < .001. The odds ratio of the treatment versus control was 1.66 (i.e., 471/284), indicating that children were 66% more likely to select a snack when paired with an animal cartoon. Study findings highlight the positive impact of animal cartoons on children’s fruit and vegetable snack selections, and results suggest the potential for using animal cartoons to encourage fruit and vegetable selection for children.

Impact of Animal Characters at a Zoo Concession Stand on Healthy Food Sales

“…In partnership with a local urban zoo (54,319 annual visitors) researchers implemented a marketing intervention using zoo animal characters (Tastimals), which were developed and pilot tested in an earlier phase of the work. 21 In the previous phase, the research team examined whether children would be more likely to select healthy products (e.g., fresh fruit) when the product was paired with a Tastimals character than when available without the character image. 21 In the prior study 2 Tastimals character images, the Tamarin and Green Iguana, were randomly paired with free fresh fruit during a Family Fun Night.…”

“…21 In the previous phase, the research team examined whether children would be more likely to select healthy products (e.g., fresh fruit) when the product was paired with a Tastimals character than when available without the character image. 21 In the prior study 2 Tastimals character images, the Tamarin and Green Iguana, were randomly paired with free fresh fruit during a Family Fun Night. Findings showed that significantly more products paired with a character were selected (62.38%) than the same products not paired (37.62%), χ2 = 46.32, df = 1, p < .001.…”

“…Findings showed that significantly more products paired with a character were selected (62.38%) than the same products not paired (37.62%), χ2 = 46.32, df = 1, p < .001. 21 To build on this earlier phase of the work, the research team met with stakeholders to identify whether any of the zoo's concession items met "healthy" criteria as defined by the by the CDC in their evaluation of the NPS concessions. Specifically the CDC adopted guidelines derived from the Nutrition Environment Measures Survey (NEMS) 22 for use in national parks.…”

“…[18][19][20] Since their review, an additional study was published demonstrating that children were 66% more likely to select a healthy item when it was paired with an animal character. 21 To our knowledge no research has examined animal characters as a promotional approach to increase healthy food sales at concessions. This pilot study responds to the need to understand the potential for healthier food sales in concessions and how animal characters can serve to market healthier foods.…”

Nudging in Public Health Lifestyle Interventions: A Systematic Literature Review and Metasynthesis

“…Second, nudging operates directly on behaviors rather than attitudes and knowledge (here, we rely on the three-way split outlined in Steckler et al., 1995). Focusing on behavior is significant, as engendering health-protective behaviors has been described as the main concern of health promotion (Karpyn et al., 2017; Simons-Morton, 2012). A third potential advantage of public health nudging relates to Thaler and Sunstein’s (2008) insistence that unlike legislating for better public health, nudging interventions preserve individuals’ autonomy.…”