Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy

Rozendaal, Esther; Opree, Suzanna J.; Buijzen, Moniek

doi:10.1080/15213269.2014.885843

Cited by 95 publications

(148 citation statements)

References 47 publications

(78 reference statements)

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“…Although this study does not intend to contribute to further developing the two previously existing scales used in the study, a set of preliminary data analysis was conducted to assess their properties with SPSS and EQS. For the literacy scale (four dimensions of CALS‐c, Rozendaal et al ., ), a first confirmatory factor analysis (CFA) with all items did not yield satisfactory results. The main problematic items were those related to perception of intended audience.…”

Section: Analysis and Resultsmentioning

confidence: 93%

“…The results on advertisement recognition are similar to Rozendaal et al . 's (). The results on target audience perception coincide with Donohue et al .…”

Section: Discussionmentioning

confidence: 99%

“…Finally, for the behavioural reactions to advertising, we first measured three resistance strategies as proposed by Jacks and Cameron () and employed by Rozendaal et al . (): source derogation, attitude bolstering and assertion of confidence. And second, we took three items related to the classic consumer behavioural intentions (CBI), two in terms of recommending and repurchasing (Cronin et al ., ), and one on intention to purchase (by asking their parents) borrowed from D'Alessio et al .…”

Section: Methodsmentioning

confidence: 99%

“…(), Derbaix and Pecheux (), Rossiter () and Rozendaal et al . (). These scales have mostly built upon Rossiter's () initial contribution.…”

Section: Evaluating Interventions’ Effectivenessmentioning

confidence: 97%

See 3 more Smart Citations

How intervention can empower children as consumers in dealing with advertising

Pàmies

Ryan

Valverde

2016

Int J Consumer Studies

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In today's society, children are surrounded by advertising. Within this context, this paper presents a set of activities designed to make children aware of various marketing tactics, mainly related to advertising, so that they become empowered to make informed consumer choices. The design of the intervention and the evaluation of its effectiveness make a number of contributions to current research. Firstly, teachers carried out the activities, a role traditionally assigned to parents or researchers in previous literature. Secondly, we broaden the scope of indicators measuring the effectiveness of the activities by including the evaluation of changes not only in advertising literacy, but also in attitudes towards advertising and in children's behaviours. Results show the effectiveness of the intervention in preparing children to better deal with advertising. Suggestions for further research and the design of this type of interventions are presented.

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Section: Analysis and Resultsmentioning

confidence: 93%

“…The results on advertisement recognition are similar to Rozendaal et al . 's (). The results on target audience perception coincide with Donohue et al .…”

Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

“…(), Derbaix and Pecheux (), Rossiter () and Rozendaal et al . (). These scales have mostly built upon Rossiter's () initial contribution.…”

Section: Evaluating Interventions’ Effectivenessmentioning

confidence: 97%

See 2 more Smart Citations

How intervention can empower children as consumers in dealing with advertising

Pàmies

Ryan

Valverde

2016

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…Next, advertising literacy was measured by means of an advertising literacy measure composed with items used by Tutaj and van Reijmersdal () and Rozendaal et al . (). One item was selected for each of the two factors Tutaj and van Reijmersdal () used: (1) understanding the selling intent: ‘Does advertising wants you to buy stuff?’ ( M = 3.86, SD = 1.50) and (2) understanding the persuasive intent: ‘Does advertising want to draw you attention, so you say “hmmm… this is new, can I have it?”’ ( M = 3.69, SD = 1.41).…”

Section: Studymentioning

confidence: 97%

The influence of source attractiveness on self‐perception and advertising effectiveness for 6‐ to 7‐year‐old children

Sompel

Vermeir

2016

Int J Consumer Studies

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Van de Sompel, D. and Vermeir, I. (2016). The influence of source attractiveness on self-perception and advertising effectiveness for 6-to 7-year-old children. AbstractThe objective of this article is to examine the effects of using attractive peer models in advertising for 6-7 year old children. This age is important in children's development, as children of that age are not yet fully aware of the persuasive intent of advertising, are more focused on perceptual than on cognitive information in ads and are more focused on irrelevant rather than relevant ad information. More insights are therefore needed about whether attractive advertising models influence self-perception and advertising effectiveness of children this young, in order to help policy makers, parents and advertisers understand these effects. Two experimental studies are presented in which children are exposed to ads with peer models. Results show that when children of 6-to 7-year-old rate advertising models as being more attractive, advertising effectiveness raises, but children's perceived self-worth and children's perceived physical attractiveness are unaffected. We conclude that 6-to 7-year-old children use model attractiveness as a perceptual cue to rate ads but are not yet using comparisons with these models to evaluate themselves.

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Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising

Kang

2019

J of Consumer Behaviour

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This study explored Korean children's understanding of social media advergames. In particular, we investigated the effects of ad recognition and skeptical attitudes toward advertising on children's susceptibility to commercial influences. The results of a survey of 556 children, ranging in age from 7 to 11, showed that half of the children could correctly identify the social media advergame as a type of advertising, whereas the other half could not. Comparisons revealed that older students were better at recognizing commercial influences. In terms of children's intention to visit sites featured in advergames, students who were in a lower grade, female, or had high Internet usage were more likely to want to visit the store advertised. After controlling for demographics and media usage, children's ad recognition and skeptical attitudes, as well as the interaction term, were all statistically significant. The results underscore the importance of combining both cognitive and attitudinal advertising literacy.

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Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy

Cited by 95 publications

References 47 publications

How intervention can empower children as consumers in dealing with advertising

How intervention can empower children as consumers in dealing with advertising

The influence of source attractiveness on self‐perception and advertising effectiveness for 6‐ to 7‐year‐old children

Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising

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