Children, Advertising, and Product Experiences: A Multimethod Inquiry

Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

“…Seven-to 11-year-olds then, are labelled as ''analytical/cued:'' they are gaining an understanding of the persuasive intent of advertising but they do not always use it and must be cued to use their developing analytical skills. Some other studies also suggest the presence of this dual process model (Moore and Lutz 2000;Ross et al 1984). Moore and Lutz (2000) found that younger children use less elaborate strategies to process advertising suggestive of peripheral route processing and Ross et al (1984) showed that children older than 11 years were less influenced by celebrity endorsements than children between 8 and 10.…”

“…Some other studies also suggest the presence of this dual process model (Moore and Lutz 2000;Ross et al 1984). Moore and Lutz (2000) found that younger children use less elaborate strategies to process advertising suggestive of peripheral route processing and Ross et al (1984) showed that children older than 11 years were less influenced by celebrity endorsements than children between 8 and 10. The younger children were more impressed by images of adult authority and more influenced by perceptual distortions of the product in the advertisements, again supporting the argument that peripheral route processing is more typical of younger than older children.…”

The impact of using non-media information sources on the future use of mass media information sources: The mediating role of expectations fulfillment

“…Advertisers present their brands and products in the most favorable way (Moore and Lutz 2000). They construct their advertising messages emphasizing the benefits that consumers may realize buying their service products (Zeithaml, Parasuraman and Berry 1985;Moutinho and Goode 1995).…”

“…Advertising gives tourists unique experience before they buy the product. Ads give a direct sensory contact with the product (Kempf and Smith 1998) while making a strong impact on consumer minds (Moore and Lutz 2000). More specifically, advertising and media information are co-related with expectancy formation of brand attitudes before trial (Smith 1993).…”

“…The same principle applies to the total effects. If both direct and indirect effects are expected to be positive, then the sign for the total effect is also expected to be positive Montgomery 2004, 2005 Beatty and Smith 1987;Dodd et al 1996;Dorsch et al 2000;Gartner 1989;Manfredo, et al 1992;Mitra et al 1999;Moore and Lutz 2000;Moutinho and Goode 1995;Raitz and Dakhil 1989;Siegel and ZiffLevine 1990;Smith 1993;Zeithmal et al 1985. Notes:  = Internal reliability (Cronbach 1951 -tailed test). The standardized coefficients indicate how a typical variation in the independent variable leads to, or is associated with, a typical change or variation in the dependent variable (Goldberger 1964).…”