Brand display magnitudes and young children’s brand recognition
Brand display magnitudes and young children’s brand recognition
Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge [CPK]) of advertisements, low skepticism about advertising false claims, and a high tendency to recognize advertised brands, so they are seen as a vulnerable group by most of the society. These vulnerability issues can be largely influenced by the display magnitude of brands (i.e., prominently or nonprominently) due to these children’s limited capacity for memory, yet no researchers have studied this influence. An experiment-based study (N = 233, 4- to 7-year olds) with structured interviews were undertaken to understand the impacts of brand display magnitude. Results show that CPK increases with young children’s recognition of the prominently displayed brand but decreases with their recognition of the nonprominently displayed brand. Skepticism toward the advertising message increases with the participant’s recognition of the prominently displayed brand and has no relationship with their recognition of the nonprominently displayed brand. Academic and managerial implications are discussed.
belief of false claims, brand display magnitude, brand recognition, children’s persuasion knowledge (CPK), skepticism, young children
19-27
Wang, Shasha
95bb3956-31eb-43e2-9eba-5509d9ecf429
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
February 2022
Wang, Shasha
95bb3956-31eb-43e2-9eba-5509d9ecf429
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Wang, Shasha and Japutra, Arnold
(2022)
Brand display magnitudes and young children’s brand recognition.
Australasian Marketing Journal, 30 (1), .
(doi:10.1177/1839334921998872).
Abstract
Young children (i.e., younger than 8) have low persuasion knowledge (children’s persuasion knowledge [CPK]) of advertisements, low skepticism about advertising false claims, and a high tendency to recognize advertised brands, so they are seen as a vulnerable group by most of the society. These vulnerability issues can be largely influenced by the display magnitude of brands (i.e., prominently or nonprominently) due to these children’s limited capacity for memory, yet no researchers have studied this influence. An experiment-based study (N = 233, 4- to 7-year olds) with structured interviews were undertaken to understand the impacts of brand display magnitude. Results show that CPK increases with young children’s recognition of the prominently displayed brand but decreases with their recognition of the nonprominently displayed brand. Skepticism toward the advertising message increases with the participant’s recognition of the prominently displayed brand and has no relationship with their recognition of the nonprominently displayed brand. Academic and managerial implications are discussed.
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Published date: February 2022
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© 2021 Australian and New Zealand Marketing Academy.
Keywords:
belief of false claims, brand display magnitude, brand recognition, children’s persuasion knowledge (CPK), skepticism, young children
Identifiers
Local EPrints ID: 500228
URI: http://eprints.soton.ac.uk/id/eprint/500228
ISSN: 1441-3582
PURE UUID: 1f09b13e-0146-4ae4-9148-fb1948c64c52
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Date deposited: 22 Apr 2025 17:16
Last modified: 23 Apr 2025 02:14
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Author:
Shasha Wang
Author:
Arnold Japutra
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