MUMBAI: Celebrities can do wonders to a brand they endorse-even if it is an obesity-causing high fat sugar or salt food item. A new study published in the Journal of Pediatrics shows that children like to eat food items endorsed by a celebrity. In fact, they love it so much that they will eat the endorsed product even if they saw the celebrity concerned on TV in a different role. Watching the celebrity acts as an instant recall button.
The study, which was done by the University of Liverpool, looked at the behavior of 181 children between 8 and 11 years of age after watching former England football captain Gary Linekar on TV.
The children, aged between 8 and 11 years old, watched a 20-minute cartoon programme that had three different adverts or general TV footage (Match of the Day featuring Gary Lineker as the main presenter). The adverts were for Walkers crisps (featuring Gary Lineker as a celebrity endorser), a different snack food or a toy product. After this, the children were offered two bowls of crisps to eat--one labelled 'Walkers' and one labelled 'Supermarket' although both bowls actually contained Walkers crisps. Children, who watched Linekar either as a TV presenter or in an advertisement, reached out more for Walkers crisps than children who had watched advertisements of the other products.
In a press release put out by the University of Liverpool, the study's main investigator Dr Emma Boyland said that th e study demonstrated, for the first time, that the influence of the celebrity extended even further than expected. It prompted the children to eat the endorsed product even when they saw the celebrity outside of any actual promotion for the brand,'' she said.
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