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Children, Advertising, and Product Experiences: A Multimethod Inquiry

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  • Moore, Elizabeth S
  • Lutz, Richard J

Abstract

Although 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. Two studies, one using experimentation and the other using depth interviews, were undertaken to examine this issue. 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, but also that the interplay of these influences differs between older children (10-11-year-olds) and younger children (seven-eight-year-olds). 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. Copyright 2000 by the University of Chicago.

Suggested Citation

  • Moore, Elizabeth S & Lutz, Richard J, 2000. "Children, Advertising, and Product Experiences: A Multimethod Inquiry," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 31-48, June.
    • Handle: RePEc:oup:jconrs:v:27:y:2000:i:1:p:31-48
    DOI: 10.1086/314307
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    Cited by:

    1. Mourad, Siham & Valette-Florence, Pierre, 2016. "Improving prediction with POS and PLS consistent estimations: An illustration," Journal of Business Research, Elsevier, vol. 69(10), pages 4675-4684.
    2. Haryanto, Jony Oktavian & Moutinho, Luiz & Coelho, Arnaldo, 2016. "Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil," Journal of Business Research, Elsevier, vol. 69(10), pages 4020-4032.
    3. Feenstra, Florence & Muzellec, Laurent & de Faultrier, Brigitte & Boulay, Jacques, 2015. "Edutainment experiences for children in retail stores, from a child’s perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 47-56.
    4. Wann-Yih Wu & Phan Thi Phu Quyen & Adriana A. Amaya Rivas, 2017. "How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience," Information Systems and e-Business Management, Springer, vol. 15(3), pages 689-715, August.
    5. Livingstone, Sonia, 2006. "New research on advertising foods to children: an updated review of the literature," LSE Research Online Documents on Economics 21758, London School of Economics and Political Science, LSE Library.
    6. Ajay Kumar & Ruchi Sharma, 2017. "Perceived Influential Aspects of TV Advertising," Paradigm, , vol. 21(2), pages 192-210, December.
    7. Mehta, Ritu & Bharadwaj, Apoorva, 2021. "Food advertising targeting children in India: Analysis and implications," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Li, Mimi & Chen, Yuhao & Wang, Jingqiang & Liu, Tingting, 2020. "Children's attention toward cartoon executed photos," Annals of Tourism Research, Elsevier, vol. 80(C).
    9. Iris Vermeir & Dieneke Sompel, 2014. "Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Y," Journal of Consumer Policy, Springer, vol. 37(2), pages 205-233, June.
    10. Carter, Owen B.J. & Patterson, Lisa J. & Donovan, Robert J. & Ewing, Michael T. & Roberts, Clare M., 2011. "Children's understanding of the selling versus persuasive intent of junk food advertising: Implications for regulation," Social Science & Medicine, Elsevier, vol. 72(6), pages 962-968, March.
    11. Reifurth, Katherine R.N. & Wear, Henry T. & Heere, Bob, 2020. "Creating fans from scratch: A qualitative analysis of child consumer brand perceptions of a new sport team," Sport Management Review, Elsevier, vol. 23(3), pages 428-442.

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