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Advertising To Adolescents: An Examination Of Skepticism

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  • Annette Singleton Jackson

Abstract

Various studies have been done to further understand adolescent skepticism, its antecedents and consequences, and the affect of skepticism on the processing of advertising and persuasion attempts among adolescents. Given the substantial purchasing power and advertising dollars currently spent on this group, further understanding of this group is imperative. There appears to be a gap to bridge between marketing literature and developmental literature in dealing with this issue. This paper conceptualizes skepticism as a result of a developmental stage more than its current role as a dependent variable within the advertising and persuasion research context. A brief discussion of literature in the area of adolescents and advertising, and extant research on adolescent skepticism toward advertising is included. The conceptualization of the Skepticism-Dogmatic axis and its relation to advertising to adolescents is posited. Findings of previous studies are discussed with respect to findings of skepticism in adolescents. In light of previous findings and the obvious relevance of studying adolescents in terms of the characteristics of their developmental stages, this paper advances the idea that inclusion of developmental factors is should be an element of consideration in any future research which examines marketing to adolescents.

Suggested Citation

  • Annette Singleton Jackson, 2011. "Advertising To Adolescents: An Examination Of Skepticism," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(3), pages 85-91.
    • Handle: RePEc:ibf:gjbres:v:5:y:2011:i:3:p:85-91
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    References listed on IDEAS

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    1. Boush, David M & Friestad, Marian & Rose, Gregory M, 1994. "Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 165-175, June.
    2. Batra, Rajeev & Ray, Michael L, 1986. "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 234-249, September.
    3. Brucks, Merrie & Armstrong, Gary M & Goldberg, Marvin E, 1988. "Children's Use of Cognitive Defenses against Television Advertising: A Cognitive Response Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 471-482, March.
    4. Pechmann, Cornelia & Knight, Susan J, 2002. "An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 5-19, June.
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    More about this item

    Keywords

    Children; adolescents; skepticism; advertising; persuasion; epistemic development.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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