According to the latest study on the effects of branding on young children published in the August issue of the Archives of Pediatrics & Adolescent Medicine: Most 3- and 5-year-olds who taste-tested a variety of foods said they preferred the ones in the McDonald's wrapper -- even though the foods were exactly the same.
The study was had 63 children, ages 3 and 5, sample five foods: chicken nuggets, a hamburger, french fries (from McDonalds), baby carrots and milk (from a grocery store).
Each food item was divided into two portions: one wrapped in a McDonald's wrapper or placed in a McDonald's bag and the other in a wrapper without the McDonald's logo.
After taste-testing, the children more often said the chicken nuggets, fries, carrots and milk wrapped in the McDonald's logo tasted better, even though the foods were exactly the same.
Additional interesting findings:
- One-third of the children ate at McDonald's more than once a week;
- Three-quarters had McDonald's toys at home;
- An average of 2.4 televisions in their homes;
- More than 50% had a TV in their bedrooms.
McDonald's spends more than $1 billion dollars per year on U.S. advertising.