When I heard about the study where preschoolers were found to prefer foods in McDonald's wrappers, I told my husband that the paper wrappers were a conditioned reinforcer. I was joking when I said it, but then realized it was true! The study showed that not only did kids prefer identical menu items wrapped in the familiar label compared to plain-wrapped food, but they even preferred healthy foods like carrots and milk when served up in the familiar McDonald's packaging!
What effective marketing McDonald's has created—youngsters have such a positive association with their brand. I wonder if the combined effects of play and socialization also contributed to the conditioning?
The research findings were published in the Archives of Pediatric and Adolescent Medicine; an abstract is available here.
