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Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics


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  • Boush, David M
  • Friestad, Marian
  • Rose, Gregory M
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    A longitudinal study of middle school students examined adolescents' skepticism toward advertising and their beliefs about the persuasive tactics advertisers employ. Comparisons across grade levels and over the course of the school year indicated that knowledge about advertiser tactics developed in the direction of adult understanding. Skeptical attitudes toward advertisers' motives showed no differences across grade levels; however, students generally became more disbelieving of advertising claims as the school year progressed. The level of skepticism toward advertising was high and was positively related to having a more adult understanding of advertising tactics. Copyright 1994 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 21 (1994)
    Issue (Month): 1 (June)
    Pages: 165-75

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    Handle: RePEc:ucp:jconrs:v:21:y:1994:i:1:p:165-75

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    Cited by:
    1. Yann Verhellen & Caroline Oates & Patrick Pelsmacker & Nathalie Dens, 2014. "Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 235-255, June.
    2. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    3. Thakor, Mrugank V. & Goneau-Lessard, Karine, 2009. "Development of a scale to measure skepticism of social advertising among adolescents," Journal of Business Research, Elsevier, vol. 62(12), pages 1342-1349, December.
    4. Namin Kim & Youri Sung & Moonkyu Lee, 2012. "Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations," Journal of Business Ethics, Springer, vol. 109(2), pages 163-174, August.
    5. Chan, Kara & McNeal, James U., 2006. "Chinese children's understanding of commercial communications: A comparison of cognitive development and social learning models," Journal of Economic Psychology, Elsevier, vol. 27(1), pages 36-56, February.
    6. Szucs, Robert Sandor, 2012. "The Responsibility Of Marketing And Legislation In Childhood Obesity," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 6(5).
    7. Grier, Sonya A. & Forehand, Mark R., 2002. "When Is Honesty The Best Policy? The Effect of Stated Company Intent on Consumer Skepticism," Research Papers 1665r, Stanford University, Graduate School of Business.
    8. Szucs, Robert Sandor & Csapo, Zsolt, 2010. "The effect of childhood obesity on social welfare," 120th Seminar, September 2-4, 2010, Chania, Crete 109404, European Association of Agricultural Economists.
    9. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    10. Martin Waiguny & Michelle Nelson & Ralf Terlutter, 2014. "The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence," Journal of Consumer Policy, Springer, vol. 37(2), pages 257-277, June.
    11. Cagri Yalkin & Richard Rosenbaum-Elliott, 2014. "Talking Fashion in Female Friendship Groups: Negotiating the Necessary Marketplace Skills and Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 301-331, June.
    12. Parguel, Béatrice & Benoît-Moreau, Florence, 2007. "Communication sociétale et capital-marque," Economics Papers from University Paris Dauphine 123456789/2481, Paris Dauphine University.
    13. Tali Te’eni-Harari, 2014. "Clarifying the Relationship between Involvement Variables and Advertising Effectiveness among Young People," Journal of Consumer Policy, Springer, vol. 37(2), pages 183-203, June.
    14. Hasan, Syed Akif & Subhani, Muhammad Imtiaz, 2011. "Effects of Deceptive Advertising on Consumer Loyalty in Telecommunication Industry of Pakistan," MPRA Paper 34756, University Library of Munich, Germany.


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