The effects of advertising models for age‐restricted products and self‐concept discrepancy on advertising outcomes among young adolescents

Abstract

Artículo de publicación ISIResearch on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a product-category contextual cue that apparently caused adolescents to respond to an existing age-based self-discrepancy. Specifically we found that when the contextual cue was advertising for an age-restricted product, adolescents conformed to dissimilar young adult advertising models and diverged from similar adolescent models. This indicated that the contextual cue caused them to respond to an age-based self-discrepancy and use a product associated with the ideal self rather than the actual self. Importantly, this response was stronger among adolescents that were more dissatisfied with their age. With advertising for an age-unrestricted product, adolescents conformed to adolescent advertising models and diverged from young adult models. Industry policies for age-restricted products assume that similarity drives influence and therefore mandate that advertising models be young adults rather than adolescents. Our findings suggest this assumption is invalid for age-restricted products

Integrating Negative Social Cues in Tobacco Packaging: A Novel Approach to Discouraging Smokers

“…For example, they may feel that smoking makes them look cool or helps them stand out (Norman and Tedeschi 1989). These so-called others do not need to be members of someone's actual reference group to impact behavior; in fact, perceiving that aspirational others smoke appears particularly effective at prompting youth to start smoking (Pezzuti, Pirouz, and Pechmann 2015).…”

Facilitating Adolescent Well‐Being: A Review of the Challenges and Opportunities and the Beneficial Roles of Parents, Schools, Neighborhoods, and Policymakers

“…Ads for age-restricted products often persuade adolescents to use the products by conveying positive images of user groups (Pechmann & Knight, 2002;Seidenberg, Rodgers, Rees, & Connolly, 2012), with adolescents more susceptible to such influence than adults (Pollay et al, 1996;Seidenberg et al, 2012), and even very young adolescents affected (Harris, Gordon, MacKintosh, & Hastings, 2015;Stacy, Zogg, Unger, & Dent, 2004). Adolescents who desire to be older are especially vulnerable to advertisements for age-restricted products (Pezzuti, Pirouz, & Pechmann, 2015).…”

“…Hence, policymakers should prohibit the use of promotional images and product features that appeal to adolescents, and should especially avoid cartoon characters and candy flavorings that appeal to young adolescents (Cohen, 2000). In addition, regulations should encourage the use of ad models that are middle aged or older, because many adolescents view young adult models as the ideal age to emulate (Pezzuti, Pirouz, & Pechmann, 2015). Policymakers should also ensure that ads for age-restricted products do not appear in media that adolescents are likely to see, including billboards and storefronts by schools or homes (Celebucki & Diskin, 2002).…”

Facilitating Adolescent Well-Being: A Review of the Challenges and Opportunities and the Beneficial Roles of Parents, Schools, Neighborhoods, and Policymakers

“…Ads for age-restricted products often persuade adolescents to use the products by conveying positive images of user groups (Pechmann & Knight, 2002;Seidenberg, Rodgers, Rees, & Connolly, 2012), with adolescents more susceptible to such influence than adults (Pollay et al, 1996;Seidenberg et al, 2012), and even very young adolescents affected (Harris, Gordon, MacKintosh, & Hastings, 2015;Stacy, Zogg, Unger, & Dent, 2004). Adolescents who desire to be older are especially vulnerable to advertisements for age-restricted products (Pezzuti, Pirouz, & Pechmann, 2015).…”