Cereal Box Characters Allegedly See Eye-to-Eye with Consumers
Researchers with Cornell University and the Yale Rudd Center for Food Policy and Obesity have reportedly found that eye contact with cereal box spokes-characters “increased feelings of trust and connection to the brand, as well as choice of the brand over competitors.” Aviva Musicus, et al., “Eyes in the Aisles: Why is Cap’n Crunch Looking Down at My Child?,” Environment and Behavior, 2014.
After analyzing 65 cereals in 10 grocery stores, the study’s authors claimed that cereals marketed to children were generally placed on the bottom two shelves and displayed characters featuring “a downward gaze at an angle of 9.67 degrees,” while those marketed to adults were generally placed on the top two shelves and displayed characters featuring a slightly upward gaze at an angle of 0.43 degrees. In addition, the study reported that participants asked to evaluate sample cereal boxes were more likely to choose one brand over another if the character on the box appeared to make eye contact with them.
Noting that they don’t believe spokes-characters “are deliberately designed to direct their gaze downward in order to make eye contact with children,” the researchers nevertheless suggested that “spokes-characters making eye contact can thus serve as a useful advertising tool to draw in both adults and children.” In particular, they argued that such tactics could be used to market healthier options.
“Cereals marketed towards adults generally have lower sugar and higher fiber levels than cereals marketed towards children,” concludes the study. “Such healthier cereal could be made to feature more spokes-characters that not only gaze at adults but also make eye contact with children, enhancing the chance children would choose such cereal, and consequently encouraging healthier choices and consumption. Since eye contact appears to produce positive effects for adults as well as children, eye contact from spokes-characters can be used to promote healthier choices among adults as well.”
Issue 520
