MedicalResearch.com eInterview with Dr Emma Boyland Biopsychology Research Group. Liverpool Obesity Research Network. University of Liverpool. MedicalResearch.com: What are the main findings of the study? Dr. Boyland: Children who were exposed to a TV commercial for Walker’s potato chips featuring a celebrity endorser showed a greater brand preference for Walker’s and consumed more Walker’s chips than a purported ‘supermarket brand’. Exposure to the celebrity endorser in a different, non-promotional context (presenting a soccer highlights TV program) also had a similar impact on brand choice and intake. This effect was not seen in response to another snack food commercial or a non-food commercial. Importantly, children did not reduce their consumption of the perceived ‘supermarket brand’ to compensate, they simply consumed more Walker’s crisps so this effect could contribute to overconsumption. (more…)