Age-related differences in children's responses to television advertising : central versus peripheral routes to persuasion (original) (raw)
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Attitude-Behavior Consistency in Children's Responses to Television Advertising
Journal of Marketing Research, 1983
The authors examine the conditions under which children are likely to make attitude-consistent choices in response to a television commercial. Two experiments show that children's age and the demands of the choice task are determinants of attitude-behavior consistency. These findings are discussed in terms of children's decision-making abilities and the more general issue of how attitudes are related to behavior. Attitude-Behavior Consistency in Children's Responses to Television Advertising The continuing controversy over television advertising to children has stimulated a large body of research (Adler et al. 1980). In an attempt to assess the fairness of advertising to children, researchers have examined children's processing of television advertising. The results of this inquiry suggest that young children have certain limitations in their processing abilities. Younger children are less able to discriminate between commercials and programs, are less aware of advertising's persuasive intent, and pay more attention to commercials than older children (
2012
This study investigates the persuasion knowledge of children of integrated advertising formats, more precisely of product placement, advertiser funded programming (AFP) and advergames. Based on qualitative research with 42 children (between 4-12 years old) the results show that children have difficulties recognizing and understanding the persuasive intention of the integrated commercial content. Especially for product placement this seemed to be hard, for all age groups. The ad recognition and understanding of AFP was highest. For advergames the results show that children could recognize the ad embedded in the game, but had problems in understanding the underlying commercial intention of it.
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