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

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  • Peter M Aronow
  • Dean Karlan
  • Lauren E Pinson

Abstract

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

Suggested Citation

  • Peter M Aronow & Dean Karlan & Lauren E Pinson, 2018. "The effect of images of Michelle Obama’s face on trick-or-treaters’ dietary choices: A randomized control trial," PLOS ONE, Public Library of Science, vol. 13(1), pages 1-6, January.
    • Handle: RePEc:plo:pone00:0189693
    DOI: 10.1371/journal.pone.0189693
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    References listed on IDEAS

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    1. Julian Jamison & Dean Karlan, 2016. "Candy Elasticity: Halloween Experiments On Public Political Statements," Economic Inquiry, Western Economic Association International, vol. 54(1), pages 543-547, January.
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