Preschoolers' Socialization as Consumers of Clothing and Recognition of Symbolism

Derscheid, Linda E.; Kwon, Young-Sang; Fang, Shi-Ruei Sherry

doi:10.2466/pms.1996.82.3c.1171

Cited by 21 publications

(13 citation statements)

References 8 publications

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“…The aim of this first study is to assess levels of brand recognition in children aged 3 to 5 years. Past research has shown that preschool children are capable of recognizing brands, and it has been suggested that 3‐ and 4‐year‐olds can readily name brands such as McDonald's, M&M's, and Oreos (e.g., Derscheid, Kwon, & Fang, 1996; Haynes et al, 1993). Note that these brands all belong to similar product categories (fast food and snacks).…”

Section: Brand Recognition Studymentioning

confidence: 99%

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

McAlister¹,

Cornwell²

2010

Psychology & Marketing

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Against a background of research suggesting that brand symbolism understanding does not develop until 7 to 11 years of age, two studies investigate various aspects of preschool children's brand knowledge. While children's recognition of child-oriented brands is found to be significantly greater than their recognition of brands that are marketed primarily to teens and adults, these young children do recognize brands. In a second study, children's ability to form mental representations of brands is assessed, along with their understanding of brands as social symbols. Cognitive ability, theory of mind, and executive functioning are assessed as predictors of these brandrelated outcomes. Theory of mind and executive functioning are both significant predictors of the ability to form mental representations of brands. Children's brand symbolism understanding shows a significant link with theory of mind. It is concluded that 3-to 5-year-olds have emerging knowledge of brands that are relevant in their lives. The impact of individual differences in theory of mind and executive functioning on children's brand knowledge aligns with current theories of child development. Methodological contributions and societal implications are discussed.

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Section: Brand Recognition Studymentioning

confidence: 99%

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

McAlister¹,

Cornwell²

2010

Psychology & Marketing

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“…Taking the first prerequisite, the evidence indicates that children can recognize familiar brand names and brand characters at an early age, at least by 3 or 4 years of age (Derscheid, Kwon, & Fang, 1996;Haynes, Burts, Dukes, & Cloud, 1993). At this time, children's awareness of brands is typically developed enough that they even request products by brand names, such as McDonald's ® , M&M's ® , and Oreos ® .…”

Section: Development Of Conceptual Brand Meaningsmentioning

confidence: 99%

The Meaning of Brand Names to Children: A Developmental Investigation

2003

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We explored the way that children use brand names in making consumer judgments. Brand names can serve as a simple perceptual cue that identifies a product as one people are familiar with or one they associate with certain perceptual features. Brands can also be associated with symbolic or conceptual meanings, conveying status, prestige, or trendiness. We proposed that young children relate to brands on a perceptual level, whereas older children relate to brands on a conceptual basis as well. We examined this proposition in an experiment conducted with children 8, 12, and 16 years of age. Participants were asked to evaluate an advertised product (e.g., athletic shoes) with a familiar brand name that was either popular (e.g., Nike ® ) or less popular (e.g., Kmart ® ). The advertised product was physically identical in both cases, allowing us to explore whether the brand name had meaning for children apart from its name familiarity or perceptual features. The use of conceptual brand meanings was assessed by asking participants to make several types of brand-related judgments including evaluations of the advertised product, impressions of the owners of the advertised product, and evaluations of possible extensions of the popular brand name advertised. Results indicate that by the time children reach 12 years of age, they use brand names as an important conceptual cue in consumer judgments.

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“…1 One of the goals of marketing is branding to encourage children to recognize and differentiate particular products and logos. By 2 years of age, children may have beliefs about specific brands, 4 and 2-to 6-year-olds can recognize familiar brand names, packaging, logos, and characters and associate them with products, [5][6][7][8] especially if the brands use salient features such as bright colors, pictures, and cartoon characters. 8 By middle childhood, most children can name multiple brands of child-oriented products.…”

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confidence: 99%

Effects of Fast Food Branding on Young Children's Taste Preferences

Robinson¹,

Borzekowski²,

Matheson³

et al. 2007

Arch Pediatr Adolesc Med

363

225

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Objective: To examine the effects of cumulative, realworld marketing and brand exposures on young children by testing the influence of branding from a heavily marketed source on taste preferences.Design: Experimental study. Children tasted 5 pairs of identical foods and beverages in packaging from McDonald's and matched but unbranded packaging and were asked to indicate if they tasted the same or if one tasted better. Setting: Preschools for low-income children.Participants: Sixty-three children (mean ± SD age, 4.6±0.5 years; range, 3.5-5.4 years).Main Exposure: Branding of fast foods.Outcome Measures: A summary total taste preference score (ranging from −1 for the unbranded samples to 0 for no preference and ϩ1 for McDonald's branded samples) was used to test the null hypothesis that children would express no preference.Results: The mean±SD total taste preference score across all food comparisons was 0.37±0.45 (median, 0.20; interquartile range, 0.00-0.80) and significantly greater than zero (PϽ.001), indicating that children preferred the tastes of foods and drinks if they thought they were from McDonald's. Moderator analysis found significantly greater effects of branding among children with more television sets in their homes and children who ate food from McDonald's more often. Conclusion:Branding of foods and beverages influences young children's taste perceptions. The findings are consistent with recommendations to regulate marketing to young children and also suggest that branding may be a useful strategy for improving young children's eating behaviors.Trial Registration: clinicaltrials.gov Identifier: NCT00185536.Arch Pediatr Adolesc Med. 2007;161(8):792-797

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Preschoolers' Socialization as Consumers of Clothing and Recognition of Symbolism

Cited by 21 publications

References 8 publications

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

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

The Meaning of Brand Names to Children: A Developmental Investigation

Effects of Fast Food Branding on Young Children's Taste Preferences

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