Children's Television Advertising and Brand Choice: A Laboratory Experiment

Resnik, Alan J.; Stern, Bruce L.

doi:10.1080/00913367.1977.10672702

Cited by 31 publications

(13 citation statements)

References 5 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…There is evidence to suggest that promotion, in particular television advertising, affects children's preferences (Goldberg and Gorn 1978;Goldberg, Gorn, and Gibson 1978;Resnik and Stern 1977). Some research suggests that a single exposure to a promotion can directly influence children's preferences for products (Goldberg, Gorn, and Gibson 1978;Resnik and Stern 1977).…”

Section: Preferencesmentioning

confidence: 95%

“…Some research suggests that a single exposure to a promotion can directly influence children's preferences for products (Goldberg, Gorn, and Gibson 1978;Resnik and Stern 1977). Repeated exposure may result in an increased desire for the product advertised, increased preferences for the brand (Gorn and Goldberg 1982;Robertson and Rossiter 1974), increased preference for the category (Wright and Rip 1980), and increased intention to consume the brand in the future (Gorn and Florsham 1985).…”

Section: Preferencesmentioning

confidence: 97%

“…Children can form preferences for advertised brands based on information received from marketing communications, and these preferences may guide their future behaviors (Resnik and Stern 1977). It is suggested that children's inability to critically judge, and thus correctly interpret these communications, leads them to accept advertising claims that influence their knowledge of products (American Psychological Association 2004).…”

Section: Response To Product Claimsmentioning

confidence: 99%

“…Many researchers, industry experts, parents, and government agencies appear to support the view that young children's underdeveloped cognitive abilities reduce their ability to comprehend the persuasive intentions of marketers that develop these commercial messages. Young children are said to lack the skills to correctly mediate their experience with promotion through their thoughts and ideas (Moses and Baldwin 2005;Resnik and Stern 1977), and are inferred to be unable to resist and adequately defend against the effects that a persuasive promotion intends to have on them (American Psychological Association 2004;John 1999;Livingstone 2004). The idea that using marketing promotion to influence children exploits their vulnerability is also tied with the assumption that children progress from a vulnerable state to a more sophisticated state similar to the one enjoyed by adults (Wright, Freistad, and Boush 2005;Young 1990).…”

mentioning

confidence: 99%

See 3 more Smart Citations

The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests

Mallinckrodt¹,

Mizerski²

2007

Journal of Advertising

282

261

View full text Add to dashboard Cite

A sample (n = 295) of five-to eight-year-old children participated in an experiment, which included a control group, where the treatment group played a Froot Loops cereal advergame that made a superiority claim for the cereal compared to fresh fruit. Measures of their responses to the brand featured, as well as their level of persuasion knowledge, were collected. Although the treatment group failed to believe Froot Loops were healthier than fruit, the older children in the group reported significantly higher preference for the brand over other cereals and other food types. No differences in intentions to request the cereal were found. Children's preferences for the Froot Loops brand were not associated with their persuasion knowledge about the advergame.

show abstract

Section: Preferencesmentioning

confidence: 95%

Section: Preferencesmentioning

confidence: 97%

Section: Response To Product Claimsmentioning

confidence: 99%

mentioning

confidence: 99%

See 2 more Smart Citations

The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests

Mallinckrodt¹,

Mizerski²

2007

Journal of Advertising

282

261

View full text Add to dashboard Cite

show abstract

“…In Resnik and Stern's (1977) experiment, children watched a television show either with or without a commercial for an unfamiliar brand of potato chips and were then invited to choose one of two brands of potato chips to take home with them. Children who had seen the potato chip commercial were significantly more likely to select the advertised brand of potato chips than children in the control group.…”

Section: Introductionmentioning

confidence: 99%

The Effects of Food Marketing on Children's Preferences: Testing the Moderating Roles of Age and Gender

Chernin

2008

The ANNALS of the American Academy of Political and Social Scie

View full text Add to dashboard Cite

A large body of research suggests that food marketing affects children's food preferences, short-and longterm dietary consumption, and purchase requests directed to parents. It is frequently argued that younger children are more susceptible to marketers' messages than older children because they do not understand the persuasive nature of advertising; however, little direct evidence supports this claim. Employing an experimental design, this study examined the influence of food marketing on children's preferences and tested whether age (and gender) moderated the effects of ad exposure. The sample consisted of 133 children between the ages of five and eleven. Results indicated that exposure to food commercials increased children's preferences for the advertised products. Age did not moderate this effect; younger and older children were equally persuaded by the commercials. Boys were more influenced by the commercials than girls. Implications for the study of food marketing to children are discussed.

show abstract

Environmental consumerism: A process of children's socialization and families' resocialization

Easterling¹,

Miller²,

Weinberger³

1995

Psychology and Marketing

View full text Add to dashboard Cite

The development and impact of children's concern for the environment is addressed. A model is presented that illustrates that such development may be based upon children's cognitive status, their exposure to nature, and their exposure to particular socializing influences. One of the possible outcomes of children's concern for the environment is that they may become catalysts for family environmental consumerism, and thereby influence related family attitudes and decision‐making. We propose that environmental consumerism may be moderated by the nature of family communication patterns, which can affect the possibility of family resocialization regarding environmental concerns. In addition, family resources are also expected to moderate the degree of family environmental consumerism. We suggest that environmental consumerism will be reflected in both purchasing and recycling choices and behavior. Consequently, marketing implications are also addressed. © 1995 John Wiley & Sons, Inc.

show abstract

Children's Television Advertising and Brand Choice: A Laboratory Experiment

Cited by 31 publications

References 5 publications

The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests

The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests

The Effects of Food Marketing on Children's Preferences: Testing the Moderating Roles of Age and Gender

Environmental consumerism: A process of children's socialization and families' resocialization

Contact Info

Product

Resources

About