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In Today's Issue
- Announcing: Doctor Approved Store Cupboard Remedies that Really Work...
- Less Is More When Pitching Veggies to Kids
- WARNING: The truth about Moles, Warts and Skintags...
Less Is More When Pitching Veggies to Kids
Dear Reader,
As a parent, you try many things to get your young children to taste, and perhaps even enjoy, healthy foods like vegetables. Marketers certainly try hard to sell us all on the health benefits, but perhaps they should tout those benefits to parents, and keep the kids in the dark. New research finds that the problem many parents have with getting kids to try veggies is the pitch we make... it's too aggressive, even when we think we're being subtle. In fact, anything we say is likely to do more
harm than good. The best way to expose children to good food is to present it with no marketing message at all.
So forget telling a child that a food is healthy, or that it will make them strong, or smart. If you push a young child to eat healthy food with a message on the benefits the child eats less. Telling them it tastes good is fine, but even that wasn't shown in the research to help the case very much. Instead you need to make the food available... parents mess it up by adding all the messages. In the end, the best approach is no message at all, make the food available, enjoy it yourself but
don't say anything about a goal the food might serve.
The not altogether surprising findings will appear in October 2014 in the Journal
of Consumer Research, and help us understand a child's decision making process
when it comes to food. It also lets us into the powerful and counterintuitive
ways overzealous marketing can do more harm than good, with kids and even adults.
Kids will make negative inferences on the spot if the "good for you" benefits
are pushed too hard.
The idea for the study came from Michal Maimaran; a visiting assistant marketing professor from the Kellogg School of Management who wondered why her kids (7, 4 and 2) would not respond to her tactics to sell them healthy food. So to be scientific and test the theory, Maimaran and colleague Ayelet Fishbach a behavioral science professor at the University of Chicago, came up with a series of experiments that they ran with the help of a YMCA outside Chicago.
In one particularly intriguing experiment, subject children (aged 4-5) were
read a story about a little girl named Tara who ate some Wheat Thins before
going out to play. Not all the children heard the same story, in one version
Tara ate Wheat Thins and "felt strong and healthy" and had "all the energy
she needed to play outside". Another group of children heard that "Tara thought
the crackers were yummy and she was happy." A
third group heard that Tara ate the Wheat Thins but without any description
of if the crackers were tasty or healthy.
.
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Less Is More When Pitching Veggies to Kids Continued...
The subjects were then given time alone with a bowl of Wheat Thins. The amount of crackers eaten varied sharply based on which version of the story they heard. If they hard the Wheat Thins were healthy they ate 3 crackers. If they heard the crackers were yummy, they ate 7.2 crackers. The kids who got no Information on Wheat Thins, ate 9 crackers. The researchers saw the same thing with younger children and a change in snack to carrots.
Across all five experiments the researchers saw that even 3 to 5 year olds judge the tastiness of a food, and adjust how much they eat, based on message they get about the food. Children also inherently believe that foods can't serve two purposes. Kids learn that food presented as healthy doesn't always taste as good, and thus they eat less of it.
Why? One reason could be the "dilution effect" - the watering down of a sales message that is making a multitude of claims. Too many
claims take the value from each one. Kids may also think that if food is healthy, it can't taste good. It appears to be best simply to put food in front of them, don't pitch. You will also need to exercise parental control over shopping and meal planning.
To your good health,
Kirsten Whittaker
Daily Health Bulletin Editor
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Sources:
http://www.nytimes.com/2014/06/08/business/
in-pitching-veggies-to-kids-less-is-more.html?ref=nutrition&_r=1
Press release, June 2, 2014, KelloggInsight:
http://insight.kellogg.northwestern.edu/article/
parents_listen_up_kids_never_mind
Study abstract, online ahead of print, 06.12.14, Journal of Consumer Research:
http://www.jstor.org/discover/10.1086/
677224?uid=3739800&uid=2&uid=4&uid=
3739256&sid=21104242310347
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