ADVERTISING TO ADOLESCENTS: AN EXAMINATION OF SKEPTICISM

Annette Singleton Jackson

Global Journal of Business Research, 2011, vol. 5, issue 3, 85-91

Abstract: Various studies have been done to further understand adolescent skepticism, its antecedents and consequences, and the affect of skepticism on the processing of advertising and persuasion attempts among adolescents. Given the substantial purchasing power and advertising dollars currently spent on this group, further understanding of this group is imperative. There appears to be a gap to bridge between marketing literature and developmental literature in dealing with this issue. This paper conceptualizes skepticism as a result of a developmental stage more than its current role as a dependent variable within the advertising and persuasion research context. A brief discussion of literature in the area of adolescents and advertising, and extant research on adolescent skepticism toward advertising is included. The conceptualization of the Skepticism-Dogmatic axis and its relation to advertising to adolescents is posited. Findings of previous studies are discussed with respect to findings of skepticism in adolescents. In light of previous findings and the obvious relevance of studying adolescents in terms of the characteristics of their developmental stages, this paper advances the idea that inclusion of developmental factors is should be an element of consideration in any future research which examines marketing to adolescents.

Keywords: Children; adolescents; skepticism; advertising; persuasion; epistemic development. (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2011
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