Abstract: Previous studies have suggested that advertising exposure affects materialism among youth. However, this causal effect has not been investigated among children in middle childhood, who are in the midst of consumer development. Furthermore, the mechanism underlying this relation has not been studied. To fill these lacunae, this study focused on the longitudinal relation between children’s television advertising exposure and materialism. We investigated advertised product desire as a mediating variable. A sample of 466 Dutch children (ages 8-11) was surveyed twice within a 12-month interval. The results show that advertising exposure had a positive longitudinal effect on materialism. This effect was fully mediated by children’s increased desire for advertised products.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health