The Immediate versus Delayed Effects of an Advertising Literacy Training on Children’s Responses to Product Placement

Year of publication: 2016
Author(s): De Jans, S.; Hudders, L. & Cauberghe, V.
Appeared in: Research in Advertising, 15th International Conference (ICORIA)

Abstract

This experimental study investigated the immediate vs. delayed effects of an advertising literacy training on product placement effects for 7-8 versus 10-11 year old children. The advertising literacy training increased children’s understanding of product placement (advertising literacy), both for the younger and the older children and both immediately and in the longer run (measured after one week). In addition, this advertising literacy had a negative impact on pester power, but only when children’s general skeptical attitude toward advertising was high and not when it was low. No moderating effects of age were found.

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