- Think-aloud process superior to thought-listing in increasing children’s critical processing of advertising
- Human Communication Research
- Volume | Issue number
- 38 | 2
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes: think-aloud and thought-listing. The model was tested on a sample of 8- to 12-year-old children (N = 163). Structural equation modeling revealed that, for children in the think-aloud group, both cognitive and affective paths were successful in reducing advertising susceptibility. However, for children in the thought-listing group, only the affective path was successful. These findings suggest that the think-aloud process increased children's motivation and ability to critically process advertising messages.
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