Food Brand Recognition and BMI in U.S. Preschoolers

• In Event: Appeals to Young People Through Advertising and Programming

Abstract

Child food brand recognition predicts health-related outcomes such as preference for obesogenic foods and increased overweight. However, it is uncertain to what degree food brand recognition acts as a proxy for more pervasive influences like family demographics, child vocabulary, parent healthy eating guidance, child TV viewing, and child dietary intake, all of which may influence food brand recognition. Preschoolers (N=247, average age 56 months) provided biometric data for BMI and completed the Peabody Picture Vocabulary Test plus recognition and recall measures for 30 U.S. food brands. Parents completed measures of healthy eating guidance, child dietary intake, child TV viewing, parent education, household income, parent BMI, and child race/ethnicity. Controlling these variables, child food brand recognition significantly predicted child BMI percentile. Discussion focuses on the need to explore family rituals that create food-brand loyalties and affective connections that may increase energy intake early in life.

Authors

• Kristen Harrison, U of Michigan

• Jessica D Moorman, U of Michigan

• Mericarmen Peralta, U of Michigan

• Kally Fayhee, U of Michigan