Please use this identifier to cite or link to this item: http://hdl.handle.net/2440/116629
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dc.contributor.authorTarabashkina, L.en
dc.contributor.authorQuester, P.en
dc.contributor.authorTarabashkina, O.en
dc.date.issued2018en
dc.identifier.citationPsychology and Marketing, 2018; 35(10):778-789en
dc.identifier.issn0742-6046en
dc.identifier.issn1520-6793en
dc.identifier.urihttp://hdl.handle.net/2440/116629-
dc.description.abstractAlthough substantial research has been dedicated to children's understanding of advertising, the role of more diverse marketing purposes (attention capturing, product liking, and informative intentions) still has not been examined in relation to the activation of persuasion attribution among young consumers. Previous research has focused on one perceived advertising intention at a time, disregarding the complex nature of advertisements’ purposes and how these different perceived intentions relate to persuasion attribution. It is still unclear whether viewing advertising as a source of information reduces persuasion attribution and mitigates the attention capturing and product liking evaluations when children are exposed to commercial messages. This study shows that children's comprehension of attention capturing and product liking intentions relate to higher persuasion attribution. However, perceiving advertisements as a source of information attenuates the effects of product liking and attention capturing intentions on persuasion attribution in older children (10-11 and 12-13 years) who were expected to be more critical of advertising. No such effects were observed among younger children (8–9 years). The study highlights that advertisements are evaluated in a more complex manner by children than has been previously thought.en
dc.description.statementofresponsibilityLiudmila Tarabashkina, Pascale Quester, Olga Tarabashkinaen
dc.language.isoenen
dc.publisherWileyen
dc.rights© 2018 Wiley Periodicals, Inc.en
dc.subjectAdvertising; attention capturing intention; children; informative intention; persuasion attribution; product liking intentionen
dc.titlePerceived informative intention in advertising and its attenuating effect on persuasion attribution among childrenen
dc.typeJournal articleen
dc.identifier.rmid0030095394en
dc.identifier.doi10.1002/mar.21134en
dc.relation.granthttp://purl.org/au-research/grants/arc/LP0991615en
dc.identifier.pubid432688-
pubs.library.collectionBusiness School publicationsen
pubs.library.teamDS14en
pubs.verification-statusVerifieden
pubs.publication-statusPublisheden
Appears in Collections:Business School publications

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