.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Wednesday, May 04, 2005

The ugly baby blues

This post doesn't have much to do with branding other than demonstrating how visual cues influence behavior.

According to an article in the New York Times, Canadian researchers have made a startling assertion: parents take better care of pretty children than they do ugly ones.

When it came to buckling up, pretty and ugly children were treated in starkly different ways, with seat belt use increasing in direct proportion to attractiveness. When a woman was in charge, 4 percent of the homeliest children were strapped in compared with 13.3 percent of the most attractive children. The difference was even more acute when fathers led the shopping expedition - in those cases, none of the least attractive children were secured with seat belts, while 12.5 percent of the prettiest children were.

Read the compete article at:
The New York Times > Health > Ugly Children May Get Parental Short Shrift

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