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

• Main Authors: Peter M Aronow, Dean Karlan, Lauren E Pinson
• Format: Article
• Language: English
• Published: Public Library of Science (PLoS) 2018-01-01
• Series: PLoS ONE
• Online Access: http://europepmc.org/articles/PMC5749710?pdf=render

To evaluate the microfoundations of a personality-inspired public health campaign's influence on minors.Multi-year randomized control trial.Economics professor's front porch in New Haven, CT.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).Trick-or-treaters over the age of three that approached the house.Random assignment to the Michelle Obama side of the porch or the Comparison side of the porch.Selection of fruit over candy.Difference-in-means estimates.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.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.