Children, Advertising, and Product Experiences: A Multimethod Inquiry

The prepurchase effects of advertising on children are well documented, little is known about advertising's impact in conjunction with children's product usage experiences

Elizabeth S. Moore; Richard J. Lutz

2002

Scholarcy highlights

  • The prepurchase effects of advertising on children are well documented, little is known about advertising's impact in conjunction with children's product usage experiences
  • In addition to informational effects, special emphasis was placed on the role affective constructs play in shaping children's impressions
  • Experimental results indicated that both product trial and advertising have influences, and that the interplay of these influences differs between older children and younger children
  • Depth interviews offered further insights into these age differences such that our overall understanding of how older and younger children relate to advertisements and product consumption has been advanced
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