Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation
Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
Standard
Children's attitudinal and behavioral reactions to product placements : investigating the role of placement frequency, placement integration, and parental mediation. / Naderer, Brigitte; Matthes, Jörg; Marquart, Franziska; Mayrhofer, Mira.
I: International Journal of Advertising, Bind 37, Nr. 2, 04.03.2018, s. 236-255.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
Harvard
APA
Vancouver
Author
Bibtex
}
RIS
TY - JOUR
T1 - Children's attitudinal and behavioral reactions to product placements
T2 - investigating the role of placement frequency, placement integration, and parental mediation
AU - Naderer, Brigitte
AU - Matthes, Jörg
AU - Marquart, Franziska
AU - Mayrhofer, Mira
PY - 2018/3/4
Y1 - 2018/3/4
N2 - The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents’ advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy regulators.
AB - The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents’ advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy regulators.
KW - children
KW - parental mediation
KW - persuasion knowledge
KW - placement frequency
KW - placement integration
KW - product placement
UR - http://www.scopus.com/inward/record.url?scp=85031424811&partnerID=8YFLogxK
U2 - 10.1080/02650487.2016.1218672
DO - 10.1080/02650487.2016.1218672
M3 - Journal article
AN - SCOPUS:85031424811
VL - 37
SP - 236
EP - 255
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
IS - 2
ER -
ID: 255169352