Children's brand symbolism understanding: Links to theory of mind and executive functioning

McAlister, Anna R.; Cornwell, T. Bettina

doi:10.1002/mar.20328

Cited by 94 publications

(102 citation statements)

References 23 publications

(55 reference statements)

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“…Several studies have demonstrated that teenagers also attach particular importance to brand symbolism and use it to communicate their identities (Chaplin & John, 2005;Escalas & Bettman, 2005;Grant & Stephen, 2006;Ohl, 2003). For instance, U.S. research revealed that many children have the ability to recognize brands by the age of 3 (e.g., McAlister & Cornwell, 2010). Thus, by the time children reach 11 or 12 years of age, they become very familiar with branded products.…”

Section: H9mentioning

confidence: 96%

Adolescent girls from a modern conservative culture: The impact of their social identity on their perception of brand symbolism

Souiden

M’Saad

2011

Psychology and Marketing

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This paper examines the relationship between adolescent girls' selfesteem, self-monitoring, and social groups (i.e., susceptibility to peer influence and group identification/differentiation) on one hand, and their perception of brand symbolism on the other. There is particular interest accorded to adolescent girls living in a transitional society. A single model is proposed to test the hypothesized relationships using structural equation modeling. The research findings reveal the existence of two categories of adolescents in a transitional society: modern and conservative. The former's perception of brand symbolism is found to be significantly influenced by their self-esteem. The latter's, however, is affected by their self-monitoring. Additionally, self-monitoring has an indirect impact on both conservative and modern teenage girls' perception of brand symbolism via their susceptibility to peer influence and group identification. This latter was the only social group factor to have a direct effect on both groups' perception of brand symbolism.

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Section: H9mentioning

confidence: 96%

Adolescent girls from a modern conservative culture: The impact of their social identity on their perception of brand symbolism

Souiden

M’Saad

2011

Psychology and Marketing

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“…Also using theory of mind, McAlister and Cornwell (2010) have shown that preschoolers are capable of recognizing brand names and understanding them as social symbols. Similarly, extant literature on preschoolers' persuasion knowledge argues that most preschoolers can recognize brands (McAlister & Cornwell, 2010) and advertising, but are unaware that ads can be misleading, biased, and self-serving (e.g., Levin, Petros, & Petrella, 1982).…”

Section: Models Of Consumer Socialization and The Very Youngmentioning

confidence: 99%

A Humanistic Approach to Understanding Child Consumer Socialization in US Homes

Atkinson

Nelson

Rademacher

2015

Journal of Children and Media

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“…In order to quantify how much information a child has processed and stored about food brands, we utilized a recently developed "brand representation task" by McAlister and Cornwell (2010). While collage-type tasks have been used to assess constructs such as materialism in children and adolescents (Chaplin & John, 2005, 2007, across marketing, psychology, sociology and health literatures, this was the only brand knowledge task for children this age that could be identified.…”

Section: 13 Nsmentioning

confidence: 99%

Alternative thinking about starting points of obesity. Development of child taste preferences

Cornwell

McAlister

2011

Appetite

Self Cite

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A c c e p t e d M a n u s c r i p t 2 Food marketers are at the epicenter of criticism for the unfolding obesity epidemic as societies consider banning advertising to children and taxing "junk" foods. While marketing's role in obesity is not well understood, there is clear evidence that children are regularly targeted with calorie-dense, nutrient-poor food. Much of the past research seeks to understand how marketing influences brand preference and child requests. The authors argue that understanding palate development offers new insights for discussion. Two studies consider whether a sugar/fat/salt (SFS) palate is linked to children's knowledge of food brands, experience with products, and advertising. In study 1, the authors develop a survey measure of taste preferences and find that a child's SFS palate (as reported by parents) relates significantly to children's self-reported food choices. Study 2 examines how knowledge of certain branded food and drinks is related to palate. Findings show that children with detailed mental representations of fast-food and soda brands -developed via advertising and experience -have higher scores on the SFS palate scale.Keywords: fast-food, advertising, consumer behavior, public policy, children, preschool, have been proposed. Likewise, the redesign of food offerings in certain environments is under scrutiny, particularly in schools. Often targeted in this discussion are energy dense products high in sugar, fat, and salt and in particular, "fast-food" and soft drinks.How is it that food and drink manufacturers and restaurant chains have come to offer so many products high in sugar, fat, and salt? One possible answer is that it has occurred in the pursuit of taste preference. Competitive market forces continually push companies to offer products that are preferred over others. In a 2004 study conducted for the U.S. Food and Drug Administration and the Department of Health and Human Services, a major barrier to food reformulation to meet societal weight management goals was consumer acceptance (Muth, Zorn, & Kosa, 2004). In the study, food manufacturers considered taste to be more important than calorie targets in product formulation and decisions were made with consumer acceptance in mind. In the same study, restaurant chains expressed that low calorie menus are challenging because fats and sugars contribute flavor to food and people want flavorful offerings. This discussion is consistent both with reports of failure of demand for healthy menu items (Grant, 2006) and with the expansion of "extreme" flavored foods (Liem & Mennella, 2003).There appears to be a self-perpetuating cycle of consumer preference for sugar, fat, and salt, and manufacturer supply of foods that contribute to unhealthy eating habits. A Page 4 of 50 A c c e p t e d M a n u s c r i p t 4 review of the literature on development of food preference from 1999 found that "the ready availability of energy-dense foods, high in sugar, fat, and salt, provides an eating environment that fosters food preferences incons...

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Children's brand symbolism understanding: Links to theory of mind and executive functioning

Cited by 94 publications

References 23 publications

Adolescent girls from a modern conservative culture: The impact of their social identity on their perception of brand symbolism

Adolescent girls from a modern conservative culture: The impact of their social identity on their perception of brand symbolism

A Humanistic Approach to Understanding Child Consumer Socialization in US Homes

Alternative thinking about starting points of obesity. Development of child taste preferences

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