- The role of cognitive and affective defense mechanisms in reducing children’s susceptibility to advertising effects
- Conference papers: International Communication Association: annual meeting
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
The main aim of this study was to develop and test a model of children’s advertising defenses. In this model two paths to reduced advertising susceptibility (i.e., advertised brand attitude) were hypothesized: a cognitive and an affective path. The secondary aim was to compare these paths for two thought-elicitation methods (i.e., think-aloud and thought-listing). The model was tested drawing on a sample of 8- to 12-year-old children (N = 163). Structural equation modeling analysis showed that for children in the think-aloud group both the cognitive and affective path were successful in reducing advertising susceptibility, whereas for children in the thought-listing group only the affective path was effective. These findings suggest that the think-aloud method increased children’s motivation and ability to critically process the commercial.
- Proceedings title: Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA,
May 25, 2011
Publisher: International Communication Association
Place of publication: Washington, DC
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