The effect of images of Michelle Obama’s face on trick-or-treaters’ dietary choices: A randomized control trial

Peter M Aronow, Dean Karlan and Lauren E Pinson

PLOS ONE, 2018, vol. 13, issue 1, 1-6

Abstract: Objective: To evaluate the microfoundations of a personality-inspired public health campaign’s influence on minors. Design: Multi-year randomized control trial. Setting: Economics professor’s front porch in New Haven, CT. Participants: 1223 trick-or-treaters in New Haven over three years; on average, 8.5 years old and 53% male (among children whose gender was identifiable). Eligibility: Trick-or-treaters over the age of three that approached the house. Intervention: Random assignment to the Michelle Obama side of the porch or the Comparison side of the porch. Main outcome measure: Selection of fruit over candy. Methods: Difference-in-means estimates. Results: We estimate that viewing a photograph of Michelle Obama’s face relative to control conditions caused children to be 19% more likely to choose fruit over candy. Conclusions: Michelle Obama’s initiative to reduce childhood obesity has influenced children’s dietary preferences. Whether this influence extends beyond Halloween trick-or-treating in New Haven, CT on the porch of an economics professor requires further research.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0189693

DOI: 10.1371/journal.pone.0189693

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