publication . Conference object . Article . Other literature type . 2017

Disclosing brand placement to young children

De Pauw, Pieter; Hudders, Liselot; Cauberghe, Verolien;
Open Access English
  • Published: 14 Jun 2017
  • Country: Belgium
Abstract
Purpose – This article examines whether a television brand placement warning cue can alter young children’s susceptibility for advertising effects (i.e., brand attitude) through activating their advertising literacy. The proposed model also puts forward an important moderating role for children’s skeptical attitude toward the brand placement format. Design/methodology/approach – The data were collected among 63 children between 7 and 9 years old (Mage = 8.49; 51% girls) through a single factor (warning cue versus control condition) between-subject experimental design. The data were analyzed using mediation and moderated mediation techniques. Findings – The resul...
Subjects
free text keywords: Social Sciences, children, sponsorship disclosure, advertising literacy, scepticism, brand placement, Disclosure, Warning cue, Brand Attitude, Law and Political Science, Literacy, media_common.quotation_subject, media_common, Cognition, Marketing, Modalities, Skepticism, Spite, Psychology, Perception
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publication . Conference object . Article . Other literature type . 2017

Disclosing brand placement to young children

De Pauw, Pieter; Hudders, Liselot; Cauberghe, Verolien;