Processes and effects of targeted online advertising among children

Reijmersdal, Eva A. van; Rozendaal, Esther; Smink, Nadia; Noort, Guda van; Buijzen, Moniek

doi:10.1080/02650487.2016.1196904

Cited by 61 publications

(53 citation statements)

References 59 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…All young children would be vulnerable with this interpretation of CPK. PKM is now the explanation of how children process advertising (e.g., An & Stern, ; Boush, Friestad, & Rose,; van Reijmersdal, Rozendaal, Smink, van Noort, & Buijzen, ), although it is almost exclusively based on tests with children 8–14 years old (Table ).…”

Section: Cpkmentioning

confidence: 99%

Comparing measures of persuasion knowledge adapted for young children

Wang

Mizerski

2019

Psychology and Marketing

View full text Add to dashboard Cite

Young children under 8 years old are viewed as especially vulnerable to marketing communications because they do not have sufficient knowledge about the purpose of persuasive advertising messages, also known as children's persuasion knowledge (CPK). However, a review of 25 studies that have tested CPK effects, on primarily older children, finds inconsistent or no support for CPK. The lack of support depends on the effect studied, and a measurement challenge because of young children's limited capabilities in reading and responding to questions from interviewers. Thirteen measures of CPK have been tested but not compared for CPK effects. These measures were simplified to nonverbal options for young children and tested on a sample of 4‐ to 7‐year‐old North East Chinese children (n = 233). These measures were each tested in relation to the children's age (positive), their skepticism toward advertising (positive), their disbelief of false claims in a TV commercial (TVC) (positive) and their affect toward the TVC (negative). Only two measures of CPK show any expected associated responses with “knowing the source” of advertisements the best measure. Perceived marketer intentions had no expected associations, nor did the age of the child. The implications of these findings are discussed in terms of theory, measurement, and applications for marketers and public policy.

show abstract

Section: Cpkmentioning

confidence: 99%

Comparing measures of persuasion knowledge adapted for young children

Wang

Mizerski

2019

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…At last, although we argued that it is important to gain knowledge into the motivational mechanisms that explain adolescents' reactions towards targeted content on SNSs, it could also be relevant to explore the tendency of how adult consumers interact with targeted content. As adolescents' consumer related abilities are not yet entirely matured, they may react differently to (targeted) advertising persuasion than adults (Boush, Friestad, and Rose 1994;Van Reijmersdal et al 2016). Future research could therefore focus on whether targeted advertising persuasion on SNSs depends on adults' chronic self-regulation.…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites

Zarouali

Poels

Walrave

et al. 2018

International Journal of Advertising

View full text Add to dashboard Cite

This article examines whether individual differences in chronic regulatory focus (prevention vs. promotion focus) among adolescents influences the way they evaluate targeted advertising on social networking sites. Study 1 (survey) reveals that adolescents with a promotion focus (who are oriented toward achieving positive outcomes) have a more positive attitude and a higher purchase intention toward targeted advertising, as compared to preventionfocused adolescents (who are dispositioned toward avoiding negative outcomes). Study 2 (experiment) investigates how adolescents' chronic regulatory focus can alter their attitude and purchase intention on a mock social networking site that includes a targeted advertisement. Results show that a low personalized targeted ad is better evaluated (in terms of a more positive attitude and higher purchase intention) among prevention-focused adolescents, whereas a high personalized targeted ad results in better advertising outcomes among promotion-focused adolescents. Contributions to theory and implications for advertising practice are discussed.

show abstract

“…No sólo los móviles facilitan nuevos mensajes y narrativas que se adaptan a pantallas más pequeñas y personales, sino que también suscitan unas emociones que pueden condicionar el espíritu crítico (Rozendaal et al, 2011;Oates;Newman;Tziortzi, 2014). En el caso de la alfabetización mediática muchas voces postulan que hay que primar el enfoque actitudinal ya que el meramente conceptual se muestra limitado (Koslow, 2000;Rozendaal et al, 2013;An;Jin;Park, 2014;Vanwesenbeeck;Walrave;Ponnet, 2017;Van-Reijmersdal et al, 2017;Hudders et al, 2017). Saber identificar un contenido como publicidad no es suficiente para activar el espíritu crítico y el escepticismo sobre su evidente fin persuasivo.…”

Section: Relación Del Menor Con La Publicidad Digitalunclassified

Anuncios entre vídeos, juegos y fotos. Impacto publicitario que recibe el menor a través del teléfono móvil

Fernández

Sádaba

Ipinza³

2020

EPI

View full text Add to dashboard Cite

This study adopted an exploratory approach to try to establish lines of investigation on the advertising density that children face when using their mobile phones. While connected, minors are exposed to a slightly higher volume of advertising (14 minutes per hour of use) than via other media such as television, with presence of ads during more than 80% of browsing time. Data on exposure of children to advertising through mobile phones with an internet connection were collected and analyzed. The minors were aged 10 to 14 years and lived in Santiago, a metropolitan area in Chile. Children visually interact with and consume advertising content through mobile devices. This eye contact and consumption occur mainly when minors visit game applications, YouTube (app), and Instagram (app). Commercial content appeared 23.4% of the time analyzed. Online gaming (23%), food and distribution (18%), entertainment (8%), and fashion (8%) represented the highest percentage of ads. A non-participatory digital observation methodology was applied for data acquisition. Minors were asked to video-record the screen during common activities, thus registering their movements and the content to which they were visually exposed. Forty-five (45) children underwent weekly follow-ups, and an audiovisual database of over 300 recordings was created. Recordings meeting methodological constraints (on, for instance, duration) were subjected to content analysis. Resumen Estudio exploratorio sobre la densidad publicitaria a la que se enfrentan los menores cuando emplean el teléfono móvil. Pasan gran parte de su tiempo conectados en plataformas como YouTube, apps de juegos e Instagram, en las que existe un nivel de exposición publicitaria (14 minutos por hora de uso, o 23%) ligeramente superior al de medios como la televisión, llegando en algunos momentos a estar presente la publicidad más del 80% del tiempo de navegación. Esto muestra el estudio realizado en el Área Metropolitana de Santiago de Chile con niños de 10 a 14 años con el objetivo de registrar y analizar su exposición a la publicidad recibida a través de un teléfono móvil con conexión a internet. El análisis también recoge que la interacción de los niños con el contenido publicitario al que acceden es sobre todo visual (contacto sólo ocular) y el mayor porcentaje de anuncios que reciben es en los juegos online (23%), seguidos de la restauración y distribución (18%), entretenimiento (8%) y moda (8%). Estos datos se han obtenido mediante una observación digital no participante en la que se propuso al usuario que hiciera una grabación de vídeo de la pantalla del teléfono con el que accedía frecuentemente (screen recorder) y así quedasen registrados los contenidos que visitase. Se accedió a una muestra de 45 menores que se sometieron a un seguimiento semanal, consiguiendo finalmente un cómputo de registros audiovisuales superior a los 300, cada uno con una duración mínima que garantizase la viabilidad de la observación. Finalmente, el material recabado se sometió a un análisis de contenido.

show abstract

Processes and effects of targeted online advertising among children

Cited by 61 publications

References 59 publications

Comparing measures of persuasion knowledge adapted for young children

Comparing measures of persuasion knowledge adapted for young children

The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites

Anuncios entre vídeos, juegos y fotos. Impacto publicitario que recibe el menor a través del teléfono móvil

Contact Info

Product

Resources

About