The effect of images of Michelle Obama's face on trick-or-treaters' dietary choices

Abstract

Objective & para;& para;To evaluate the microfoundations of a personality-inspired public health campaign's influence on minors.& para;& para;Design & para;& para;Multi-year randomized control trial.& para;& para;Setting & para;& para;Economics professor's front porch in New Haven, CT.& para;& para;Participants & para;& para;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).& para;& para;Eligibility & para;& para;Trick-or-treaters over the age of three that approached the house.& para;& para;Intervention & para;& para;Random assignment to the Michelle Obama side of the porch or the Comparison side of the porch.& para;& para;Main outcome measure & para;& para;Selection of fruit over candy.& para;& para;Methods & para;& para;Difference-in-means estimates.& para;& para;Results & para;& para;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.& para;& para;Conclusions & para;& para;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.