This study explored the relationship between food preference and each of se
ven motivational factors-healthfulness, parents serve it, peers eat it, pri
ce, readily accessible, taste and television advertising-in white, middle-c
lass subjects aged 9 to 18 years. Subjects tasted and provided preference r
atings for 17 foods, and rated the importance of each motivational factor o
n their preference for these foods. Test foods were representative of foods
frequently consumed in this age group, and foods promoted by nutrition edu
cators but infrequently consumed. Pearson correlation coefficients were com
puted for food preference and motivational factor scores. Multiple regressi
on analysis was performed on scores assigned to motivational factors. Taste
emerged as the motivational factor with the greatest influence on food pre
ference. If dietary recommendations are to be adopted by this age group, nu
trition educators must focus on strategies for enhancing the taste of foods
that are promoted for health.