Quand la pub imprègne le cerveau des petits

Passionnante étude que celle publiée par les Archives of Pediatrics & Adolescent Medicine. Elle prouve que la pub marque bel et bien le cerveau des très jeunes enfants au point de guider leurs perceptions et leurs goûts.

Le médecin Thomas Robinson et ses collègues ont demandé de jeunes enfants de 3 à 8 ans de comparer le goût d’aliments divers présentés par paires. Pour chacune de ces paires, le même produit était utilisé mais emballé dans un papier neutre ou McDonald’s. Les résultats montrèrent de nettes différences entre les deux conditions. 59 % des enfants déclarèrent préférer les nuggets McDonald’s contre 18 % qui se déclaraient favorables aux nuggets anonymes (les 23 % restants ne se prononçant pas). Pour les frites, les scores s’établirent à 77% et 13 %. Pour les boissons (lait ou jus de pomme) ce fut 61 % versus 21 %. Même des carottes furent jugées meilleures par les enfants lorsqu’elles apparaissaient dans un papier de la
marque à Ronald (54 % contre 23 %) ! De manière intéressante, l’effet observé s’avéra d’autant plus important que le nombre de télévisions présentes dans le foyer de l’enfant était grand.

« L’impact de la marque est très fort même chez des enfants qui n’ont que trois à cinq ans », a affirmé le Dr Thomas Robinson de l’hôpital Lucile Packard, principal auteur de l’étude. Selon lui, cette préférence est le résultat du marketing intensif de McDonald’s. « Personne d’autre ne dépense autant d’argent pour promouvoir leurs produits de fast-food auprès des enfants », a-t-il déclaré. Selon les auteurs de l’étude, McDonald’s dépense plus d’un milliard de dollars par an en publicité aux États-Unis. Près de 20 % des petits Américains sont atteints d’obésité, une proportion qui a triplé en 40 ans.

 

 

A l’issue de l’expérience et de son analyse, l’équipe du Dr Robinson préconise de «réguler voire de bannir la publicité et le marketing des produits hautes-calories et à faible valeur nutritionnelle, ou d’interdire tout marketing visant directement les jeunes enfants». D’autant, estiment les chercheurs, qu’une telle pub est «par essence déloyale», parce que«les moins de 7/8 ans sont incapables de comprendre les visées persuasives de la publicité».

À Regarder : Cash investigation – Neuromarketing : votre cerveau les intéresse.

« Si vous avez un dollar à dépenser dans le marketing, dépensez le sur les enfants » – Ray Kroc (Fondateur de McDonald’s)

Via: Terre happy

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