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

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.