Tuesday, August 07, 2007
August Rant - another nonsense study
by Anonymous at 5:06 PM
Studies like this one bother me. Particularly bothersome are the comments from "the experts" that are usually associated with them.
The study shows that food wrapped in McDonald's packaging tastes better than identical food that is not wrapped in McDonald's packaging, at least according to the preschoolers who were part of the experiment. Well I call shenanigans. The food doesn't taste better. The wrapping is cooler.
From the article: Study author Dr. Tom Robinson said the kids’ perception of taste was "physically altered by the branding." The Stanford University researcher said it was remarkable how children so young were already so influenced by advertising.
Nonsense. Their perception of taste wasn't physically altered. Kids like the idea of going to McDonald's. To them, McDonald's represents going out to eat. They like Ronald. They like the playland. They like Hamburgler. Is he still around? I don't think so. Not the point. The point is that this is completely reasonable. I'd be more shocked if the study found something different.
Adults do the same thing. Have you ever liked a car simply because it was a Mercedes or a Cadillac or a BMW? Have you ever thought that maybe if the exact same car said Kia on it rather than Mercedes or Cadillac or BMW, you would feel less enthused about it? Of course you would. Kia sucks. Also not the point (and no offense to any owners of Kia). The point again is that this is completely reasonable.
Now these experts are shocked at the results? Personally, I'm shocked that they're shocked. And shocked that they even took the time to study something like this.
Go cure something.
