Children and Commercial Persuasion: An Attribution Theory Analysis

Robertson, Thomas S.; Rossiter, John R.

doi:10.1086/208577

Cited by 308 publications

(218 citation statements)

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“…Previous studies investigate the consequences of attributions (Kelley and Michela, 1980) and suggest that an attribution of a specific behaviour as intrinsically or extrinsically motivated influences attitudes toward the actor (Robertson and Rossiter, 1974;Folkes, 1984;Klein and Dawar, 2004). …”

Section: Perceived Motives and Corporate Brand Evaluationmentioning

confidence: 99%

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

2011

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ABSTRACT. Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.

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Section: Perceived Motives and Corporate Brand Evaluationmentioning

confidence: 99%

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

2011

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“…Nevertheless, insights on this effect across different age ranges might contribute to understanding the developmental factors underlying the effect. Children below 7 years old, for example, are not capable of viewing advertising from the advertiser's perspective (persuasive intent) (Bever et al 1975;Blosser and Roberts 1985;Robertson and Rossiter 1974;Rubin 1974;Ward 1977). The absence of knowledge of persuasive intent could lead to an even higher influence of model attractiveness of attitudes and behaviour of children who have not yet reached the analytical stage (-7 years old).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

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

Vermeir

Sompel

2013

J Consum Policy

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This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether children's self-perception is influenced by the attractiveness of an advertising model, (3) whether children's attitudes towards an ad and buying intentions for a non-beauty related product are influenced by the attractiveness of an advertising model, and (4) whether age affects (1), (2) and (3). Results of two experimental studies with respectively 8-9 year old (N = 75) and 12-13 year old (N = 57) girls and boys confirm the presence of the physical attractiveness stereotype in children. The presence of a moderately attractive (versus less attractive) model has a negative influence on general self-worth for 8-9 year old boys, but not for girls, nor for 12-13 year old children. Exposure to a moderately attractive (versus less attractive) model also has a positive influence on perceived physical appearance of 8-9 year old girls, but this effect does not occur for boys, nor for 12-13 year olds. The studies also show that moderately attractive (versus less attractive) models increase attitudes and buying intentions for 8-9 year olds, but not for 12-13 year old boys and girls.

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“…Persuasion knowledge encompasses different types of knowledge regarding the motives, strategies, and tactics of specific advertising formats and advertising in general, which children start to develop during childhood (Moses and Baldwin, 2005;Rozendaal et al, 2011;Wright, Friestad, and Boush, 2005). Several empirical studies on children's persuasion knowledge regarding traditional television advertising have shown that at approximately 8 years of age, children become increasingly aware of the intent of television commercials, but awareness of persuasive intent does not fully mature until the age of 12 (see, for example, Boush, Friestad and Rose, 1994;John, 1999;Laczniak and Carlson, 2012;Oates, Blades and Gunter, 2002;Robertson and Rossiter, 1974).…”

Section: Children's Awareness Of Persuasive Intentmentioning

confidence: 99%

“…However, it is uncertain whether this mediating effect of awareness of persuasive intent also applies to children. Empirical evidence for a relationship between children's awareness of persuasive intent and persuasion is scarce and inconclusive and focuses primarily on television advertising (Robertson and Rossiter, 1974;Ross et al, 1984;Rozendaal, Buijzen, and Valkenburg, 2009). Several studies found no significant relationship between awareness of persuasive intent and advertising effects (Ross et al, 1984), whereas others found evidence for a negative (Robertson and Rossiter, 1974) or a positive (Rozendaal et al, 2009) …”

Section: The Mediating Effect Of Awareness Of Persuasive Intentmentioning

confidence: 99%

Boys’ responses to the integration of advertising and entertaining content

2015

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University of Amsterdam) is full professor of Youth Communication. Her research focused on young people's consumer behavior, family marketing, and social marketing. She has published more than 75 peer-reviewed articles, which have been awarded by several international research organizations. She recently obtained a prestigious ERC-Consolidator grant for a 5-year research project investigating social network implementation of obesity-prevention campaigns among youth. Buijzen is chair of the communication group Radboud University Nijmegen.3 Abstract PurposeThe aims of this study are to investigate (1) the effects of integrated advertising formats on the persuasion of children, (2) children's awareness of the persuasive intent of these formats, and (3) how this awareness mediates the level of persuasion.

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Children and Commercial Persuasion: An Attribution Theory Analysis

Cited by 308 publications

References 5 publications

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

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

Boys’ responses to the integration of advertising and entertaining content

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