Children’s hobbies as persuasive strategies : the role of literacy training in children’s responses to personalized ads
- Author
- Laurien Desimpelaere (UGent) , Liselot Hudders (UGent) and Dieneke Van de Sompel (UGent)
- Organization
- Project
-
- Examining the Role of Advertising Literacy in How Young Children Cope with Online Data Collection Practices and Targeted Advertising
- Children as change makers in a household’s sustainable food consumption. Exploring how in-store marketing interventions targeting children can affect sustainable food literacy, -attitudes and - choices in children and their parents.
- Keeping Up with the #Instafamous: An Experimental Research on How Influencer Marketing Affects Young Consumers.
- Abstract
- In today's online environment, children inevitably encounter personalized advertising. However, research suggests that children are not yet able to cope with this advertising type. This study therefore investigates whether literacy training helps children recognize personalized advertising. The 2 (personalized versus nonpersonalized ad) x 2 (literacy training versus no training) between-subjects design experiment (N = 166) suggests that personalized advertising decreased children's (9 to 13 years) brand attitude but increased their purchase intentions. Moreover, training helped children to better recognize personalized ads. Contrary to the expectations, this targeting recognition positively affected brand attitude and purchase intentions.
- Keywords
- Marketing, Communication, Business and International Management, ADVERTISING LITERACY, PRIVACY CONCERN, MODERATING ROLE, KNOWLEDGE, ADVERTISEMENTS, ATTITUDES, FACEBOOK, ABILITY, COPE
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-01GKV3F3GJTJTXKJN84ZHEM5VH
- MLA
- Desimpelaere, Laurien, et al. “Children’s Hobbies as Persuasive Strategies : The Role of Literacy Training in Children’s Responses to Personalized Ads.” JOURNAL OF ADVERTISING, vol. 53, no. 1, 2024, pp. 70–85, doi:10.1080/00913367.2022.2102554.
- APA
- Desimpelaere, L., Hudders, L., & Van de Sompel, D. (2024). Children’s hobbies as persuasive strategies : the role of literacy training in children’s responses to personalized ads. JOURNAL OF ADVERTISING, 53(1), 70–85. https://doi.org/10.1080/00913367.2022.2102554
- Chicago author-date
- Desimpelaere, Laurien, Liselot Hudders, and Dieneke Van de Sompel. 2024. “Children’s Hobbies as Persuasive Strategies : The Role of Literacy Training in Children’s Responses to Personalized Ads.” JOURNAL OF ADVERTISING 53 (1): 70–85. https://doi.org/10.1080/00913367.2022.2102554.
- Chicago author-date (all authors)
- Desimpelaere, Laurien, Liselot Hudders, and Dieneke Van de Sompel. 2024. “Children’s Hobbies as Persuasive Strategies : The Role of Literacy Training in Children’s Responses to Personalized Ads.” JOURNAL OF ADVERTISING 53 (1): 70–85. doi:10.1080/00913367.2022.2102554.
- Vancouver
- 1.Desimpelaere L, Hudders L, Van de Sompel D. Children’s hobbies as persuasive strategies : the role of literacy training in children’s responses to personalized ads. JOURNAL OF ADVERTISING. 2024;53(1):70–85.
- IEEE
- [1]L. Desimpelaere, L. Hudders, and D. Van de Sompel, “Children’s hobbies as persuasive strategies : the role of literacy training in children’s responses to personalized ads,” JOURNAL OF ADVERTISING, vol. 53, no. 1, pp. 70–85, 2024.
@article{01GKV3F3GJTJTXKJN84ZHEM5VH,
abstract = {{In today's online environment, children inevitably encounter personalized advertising. However, research suggests that children are not yet able to cope with this advertising type. This study therefore investigates whether literacy training helps children recognize personalized advertising. The 2 (personalized versus nonpersonalized ad) x 2 (literacy training versus no training) between-subjects design experiment (N = 166) suggests that personalized advertising decreased children's (9 to 13 years) brand attitude but increased their purchase intentions. Moreover, training helped children to better recognize personalized ads. Contrary to the expectations, this targeting recognition positively affected brand attitude and purchase intentions.}},
author = {{Desimpelaere, Laurien and Hudders, Liselot and Van de Sompel, Dieneke}},
issn = {{0091-3367}},
journal = {{JOURNAL OF ADVERTISING}},
keywords = {{Marketing,Communication,Business and International Management,ADVERTISING LITERACY,PRIVACY CONCERN,MODERATING ROLE,KNOWLEDGE,ADVERTISEMENTS,ATTITUDES,FACEBOOK,ABILITY,COPE}},
language = {{eng}},
number = {{1}},
pages = {{70--85}},
title = {{Children’s hobbies as persuasive strategies : the role of literacy training in children’s responses to personalized ads}},
url = {{http://doi.org/10.1080/00913367.2022.2102554}},
volume = {{53}},
year = {{2024}},
}
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