How characters on packaging influence children's choice of a healthy beverage

Abstract

The present research explores how the use of characters on the packaging of beverages influences children's consumption choices between healthy and less healthy products. Two controlled experiments with a total of 180 children aged between 5 and 11 years old tested how a packaging with character influenced children's choice between a hedonic (apple juice) and a utilitarian product (water). Packaging displaying a character proves particularly effective to influence children behavior, especially when the character is known by the children. Results show that children preferred water over apple juice when the packaging of the water bottle displayed a character, leading to increased water consumption and, consequently, reduced sugar intake.