The Development of Children’s Scepticism About Advertising

Maria T. Chu, Mark Blades and Jane Herbert

Chapter 3 in Advertising to Children, 2014, pp 38-49 from Palgrave Macmillan

Abstract: Abstract In this chapter we will review the evidence about children’s beliefs about advertising and advertisers’ motives. There is much evidence that children, even young children, can be sceptical about advertising, but there is less evidence about the reasons for that scepticism. As noted in Chapter 2, children begin to understand the persuasive intent of advertising at about 7 or 8 years of age (Kunkel et al., 2004). That is, children after about age 8 are aware that the purpose of advertising is to persuade a consumer to buy a product.

Keywords: Consumer Research; Television Advertising; Advertising Strategy; Advertising Research; Consumer Sentiment (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-31325-6_3

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DOI: 10.1057/9781137313256_3

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