Development and testing of the advertising literacy activation task: an indirect measurement instrument for children aged 7-13 years old

Hoek, Rhianne W.; Rozendaal, Esther; Schie, Hein T. van; Buijzen, Moniek

doi:10.1080/15213269.2020.1817090

Cited by 7 publications

(3 citation statements)

References 51 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Given that active mediation is more concept-oriented than restrictive mediation, this mediation style should benefit children by increasing their knowledge about advertising. Rozendaal et al (2011) suggested that conceptual understanding and its activation are important to defend children against advertising effects, and further research revealed that the better understanding children have about advertising, the faster the activation of conceptual advertising literacy when exposed to commercial appeals (Hoek et al, 2021). The activation of conceptual advertising literacy could defend children against advertising messages, so that they will be less likely to make purchase requests to their parents: H2.…”

Section: Active Mediation and Purchase Requestsmentioning

confidence: 99%

Parents’ mental state communication and children’s consumer behavior in the USA

Choi

Lapierre

2023

View full text Add to dashboard Cite

Purpose Previous research has shown that children’s ability to understand mental states is related to their consumer development, yet it is unknown how parents can aid in this process. One possible way that parents may help is using mental state communication (i.e. communication that focuses on beliefs/intention to explain behavior by others). This study aims to examine whether this kind of communication is linked to children’s purchase requests through two potential mediators – active mediation and child socio-cognitive skills (i.e. Theory of Mind). Design/methodology/approach This study used a survey of 420 American mothers with children between the ages of 3 and 7. Respondents were given 12 scenarios describing typical parent–child interactions focused on discussing mental states and were asked how they would respond. Then, respondents were asked about demographic information, parenting style, mediation style, child socio-cognitive skills and child purchase requests. Findings Results showed both a direct and indirect negative association between parents’ mental state communication and children’s purchase requests via active advertising mediation. Contrary to expectations, active mediation was negatively associated with mental state communication and positively linked to child purchase requests. Children’s socio-cognitive skills were not associated with either parents’ mental state communication or children’s purchase requests. Originality/value To the best of the authors’ knowledge, this is the first known study that has examined mental state communication of parents as a potential predictor in shaping children’s purchase requests and found that it was negatively associated with it.

show abstract

Section: Active Mediation and Purchase Requestsmentioning

confidence: 99%

Parents’ mental state communication and children’s consumer behavior in the USA

Choi

Lapierre

2023

View full text Add to dashboard Cite

show abstract

“…Between the age of eight and eleven, children also begin to understand the persuasive intent of advertising, which is the knowledge about that advertising is created to gain a favorable view of products. The persuasive intent itself is more difficult to understand for children than the selling intent in relation to the theory of mind, because the persuasive intent relates to changes in beliefs, while the selling intent refers to changes in behavior (Hoek et al 2020). The cognitive perspective suggests that individual differences between children's social development can only be assessed once they have developed a so-called theory of mind.…”

Section: Developing Of the Theory Of Mindmentioning

confidence: 99%

The Influence of Advertising on Children´s Buying Behaviour: A Case Study in Slovakia

Hajduová¹,

Hutmanova²,

Jusko³

et al. 2021

Preprint

View full text Add to dashboard Cite

Advertising is a very important tool in influencing the customer´s buying behaviour. However, customers tend to have various levels of understanding and decoding advertising messages. Even though children do not have purchasing power themselves, they still create a key customer segment that can influence the purchase decision of the whole family. The paper focuses on how media usage by children and their attitudes towards advertisements determines their buying behavior. We analyze the development of their advertising literacy and the most important predictors of this development. The empirical study was carried out by designing a questionnaire which was filled by Slovak children between the age of 11 and 15. We evaluated the impact of advertising and the degree of influence of the selected types of advertising media on children's consumer behavior. We also evaluated the degree of the disruptive effect of the selected types of advertising media on children and the perception of a selected medium within gender. We identified the most and the least influential type of media and we found out that there is no significant difference within gender in the case of advertising media perception by children. According to the results, we can state that children´s buying behaviour is mostly influenced by advertising on social media platforms. Therefore, the study recommends for marketers also take into account children as consumers when they employ an advertising strategy on social media.

show abstract

“…The comprehension of clear intent itself is more difficult for children than the selling intent concerning the theory of mind because the persuasive intent relates to changes in beliefs. In contrast, the selling intent refers to changes in behavior (Hoek et al, 2020). The cognitive perspective suggests that individual differences between children's social development can only be assessed once they have developed a so-called theory of mind.…”

mentioning

confidence: 99%

The influence of advertising on children's buying behaviour: a case study in Slovakia

Hajduová

Hutmanova

Jusko

et al. 2021

MMI

View full text Add to dashboard Cite

Advertising is an essential tool in influencing the customer's buying behavior. However, customers tend to have various levels of understanding and decoding advertising messages. Even though children do not have purchasing power themselves, they still create a key customer segment that can influence the purchase decision of the whole family. The paper focuses on how media usage by children and their attitudes towards advertisements determines their buying behavior. The main purpose of the research is to present and describe how children's advertising literacy develops and its connection with the concept of the theory of mind. The relevance of the decision of this scientific problem is that according to several types of research, children are increasingly targeted through various advertising media. Even though their advertising literacy is not fully developed yet. However, nowadays, there is a growing importance of media in our lives and a need to socialize children as consumers because they represent a huge market for advertisers. An empirical study was carried out by designing a questionnaire filled by Slovak children between the ages of 11 and 15. The advertising impact and the degree of impact of the selected types of advertising media on children's consumer behavior were evaluated. The study involved the online method of computer-assisted web interviewing to investigate the influence of advertising media. The authors assessed the degree of the disruptive effect of the selected advertising media on children and the perception of a chosen medium within gender. The most and the least influential type of media were identified. The findings showed no significant difference within gender in the case of advertising media perception by children. The research empirically confirmed and theoretically proved commercial messages aimed at children through different kinds of traditional and electronic media. According to the results, children's buying behavior is mostly influenced by advertising on social media platforms. This type of media mostly integrates sponsored content which has a huge influence on decision making and forming future preferences. The research results can be helpful for further research of commercial messages of social media aimed at children and how those messages affect the whole family and children's future preferences.

show abstract

Development and testing of the advertising literacy activation task: an indirect measurement instrument for children aged 7-13 years old

Cited by 7 publications

References 51 publications

Parents’ mental state communication and children’s consumer behavior in the USA

Parents’ mental state communication and children’s consumer behavior in the USA

The Influence of Advertising on Children´s Buying Behaviour: A Case Study in Slovakia

The influence of advertising on children's buying behaviour: a case study in Slovakia

Contact Info

Product

Resources

About