Friends are not to be eaten: Children are reluctant to eat cookies that share physical and psychological human features due to their desire to relate to the food

Abstract

Children s food marketers very often use anthropomorphism in advertising as if it is an effective technique aimed at increasing food consumption. However, the evidence supporting this effect is mixed. In this research, we propose that while a food product s humanlike appearance (physical anthropomorphism) may increase consumption, attribution of mental states and emotions (psychological anthropomorphism) to a physically anthropomorphized food product discourages consumption because it facilitates the formation of a social-like relationship with the food. In two studies, we tested this prediction on samples of children. Preschoolers (N = 91 and N = 97) were randomly assigned to one of three conditions in which they were presented with a cookie that was both physically and psychologically anthropomorphized, physically anthropomorphized only, or not anthropomorphized. In two studies, we observed whether children left alone with the cookie would consume it and how quickly it would happen. Additionally, in Study 2, we asked children about their desire to relate to the cookie. The results confirmed that physical anthropomorphism accompanied by psychological anthropomorphism considerably reduced consumption of the cookies compared to both mere physical anthropomorphism and non-anthropomorphism. Moreover, the reduced appetite for cookies that were physically and psychologically anthropomorphized was mediated by the desire to relate to them. We discuss the implications of these results.