January 20th, 2014
Why Ronald McDonald still has you lovin’ it
By MISTY HARRIS
Study finds childhood mascots continue to influence us decades later
Weakness for fast food and sugary cereals? Good news! Like everything else that’s gone wrong in your life, you can blame it on your childhood. In an unprecedented new study, researchers find the trusted mascots of youth — think Ronald McDonald, Tony the Tiger and Toucan Sam — keep whispering in people’s ears long after they’ve grown up, leading them to make more nutritious judgments of ambiguously healthy food.
Furthermore, this favourable bias isn’t limited to the originally advertised products but extends to new items endorsed by the characters.