Preschoolers' understanding of the informational function of television advertising

Article Abstract:

Two studies were conducted to examine preschoolers' understanding of the relationship between television advertising and the buying process. Advertising's role in the relationship is described as serving an "informational" function for the viewer, which is distinct from the seller's "persuasive" one. Two nonverbal measures were developed to measure children's understanding of the former. Study 1 (n = 120) involved a game in which children tapped their responses on a game board. Study 2 (n = 45) required preschoolers to enact purchase behavior. A minority of older preschoolers were successful in completing the tasks. It is argued that nonverbal tasks are appropriate for use with young children who are linguistically limited and that such techniques should be used to assess children's abilities in a commercial context. (Reprinted by permission of the publisher.)

Television advertising, Television and children, Advertising and children, Television advertising and children

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Parental style and consumer socialization of children

Article Abstract:

Parents play a major role in children's consumer socialization but little is known about differences in parents' consumer socialization tendencies. In this article, we examine the thesis that these tendencies cna be predicted from parents' general socialization styles. Results indicate that mothers with alternative parental styles differ in communicating with children about consumption, number of consumer socialization goals, restricting and monitoring consumption and media exposure, and views on advertising. Contrary to expectation, mothers with differential styles do not differ in granting consumption autonomy to children. (Reprinted by permission of the publisher.)

Marketing, Parent and child, Parent-child relations

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From labeling possessions to possessing labels: ridicule and socialization among adolescents

Article Abstract:

Influence of ridicule on information exchange regarding consumption norms among adolescents is examined. Ridicule is referred to as making fun of others.

United States, Forecasts, trends, outlooks, Science & research, Analysis, Forecasts and trends, Market trend/market analysis, Social exchange, Teasing, Adolescent behaviour, Adolescent behavior, Third-person effect

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