Authors: Black, S. Reich, T. Foliaki, D. Kosina, & E. Dmytryk
Funding: UROP & SURP
This study aims to examine how salient brand messaging (such as the narratives conveyed on Lego City and Lego Friends building set packaging and mixed-media use) affects the manner in which children play. Specifically, will the children be more likely to conform to the prescribed narrative when exposed to the product’s branding messages? Will children be more like to conform to traditional gender roles with this exposure? Will the number and gender of other children in the building interaction affect play? This study assessing children’s use of Legos in naturalistic and experimental settings.