Cereal characters lure kids with eye gaze, study shows

Cereal characters lure kids with eye gaze, study shows

Cereal characters lure kids with eye gaze, study shows

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by KING 5 News

KING5.com

Posted on April 3, 2014 at 3:44 PM

A new study from Cornell University finds that the “spokes-characters” on cereals marketed to kids are routinely designed so their eyes are shifted 9.6 degrees down.
   
That's the perfect angle to make eye contact with a child standing in the aisle.
  
When the same researchers at the Cornell University Food and Brand Lab showed participants two different versions of a box of Trix, the box that had the rabbit looking downwards versus straight out increased brand trust 16 percent.
   
Feelings of connection to the brand rose by 28 percent.

The study also found:

  • Of the 86 different spokes-characters evaluated, 57 were marketed to children with a downward gaze.
  • The children’s cereals were placed on the bottom two shelves while the adult cereals were placed on the top two shelves.

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