Children's understanding of television advertising: A grounded theory approach

Quester

Psychology and Marketing

2018

Although substantial research has been dedicated to children's understanding of advertising, the role of more diverse marketing purposes (attention capturing, product liking, and informative intentions) still has not been examined in relation to the activation of persuasion attribution among young consumers. Previous research has focused on one perceived advertising intention at a time, disregarding the complex nature of advertisements' purposes and how these different perceived intentions relate to persuasion attribution. It is still unclear whether viewing advertising as a source of information reduces persuasion attribution and mitigates the attention capturing and product liking evaluations when children are exposed to commercial messages. This study shows that children's comprehension of attention capturing and product liking intentions relate to higher persuasion attribution. However, perceiving advertisements as a source of information attenuates the effects of product liking and attention capturing intentions on persuasion attribution in older children (10-11 and 12-13 years) who were expected to be more critical of advertising. No such effects were observed among younger children (8-9 years). The study highlights that advertisements are evaluated in a more complex manner by children than has been previously thought. K E Y W O R D Sadvertising, attention capturing intention, children, informative intention, persuasion attribution, product liking intention

Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

Perceived informative intention in advertising and its attenuating effect on persuasion attribution among children

Quester

Psychology and Marketing

2018

“…Trailers are a hybrid form of advertising that blend programme content (for instance, a cartoon character) and commercial content (in this case, refer children to a branded website and encourage them to play the advergame (Balasubramanian 1994)). Trailers are often appended to branded television content and are hard to distinguish from this content (Andronikidis & Lambrianidou 2010). …”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

et al. 2014

Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children's responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame and their combination), and the moderating role of persuasion knowledge are investigated. Results show that children who played an advergame have more difficulty recalling the advertised brand than children who saw a traditional television advertisement. When confronted with integrated marketing communications (a trailer followed by an advergame), children without knowledge of persuasive intent developed a more positive brand attitude than children with persuasion knowledge. The implications of these results are discussed.

Psychology and Marketing

“…The core category accounts for the major concern of the social actors participating in the phenomenon that is being studied and the properties are the behavioral manifestations of this concern (Glaser, ). The grounded theory approach has been used in marketing to study issues such as children's understanding of television advertising (Andronikidis, ), tourist behavior (Martin & Woodside, ), consumer‐brand relationships (Fournier, ), and consumers’ attitudes and experiences of technology (Mick & Fournier, ).…”

Section: Grounded Theorymentioning

confidence: 99%

Psychosocial Influences on Children's Food Consumption

Roberts

Pettigrew

2013

This exploratory study generated a grounded theory of factors influencing children's diets, particularly those that contribute to suboptimal eating and ultimately child obesity. The study involved 124 children (aged 6–12 years) and 39 of their parents from three separate junior schools (including a lower, middle, and higher socioeconomic school). Research methods included (i) interviews with children and parents and (ii) observations, drawings, and lunchbox audits with children. The findings suggest that children and parents prioritize psychosocial needs over physiological needs during food selection and consumption. This tendency toward psychosocial eating appears to be strongly reinforced by food advertising.