Advanced search
1 file | 367.81 KB Add to list

The influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children

Dieneke Van de Sompel (UGent) and Iris Vermeir (UGent)
Author
Organization
Abstract
The objective of this article is to examine the effects of using attractive peer models in advertising for 6- to 7-year-old children. This age is important in children’s development, as children of that age are not yet fully aware of the persuasive intent of advertising, are more focused on perceptual than on cognitive information in ads and are more focused on irrelevant rather than relevant ad information. More insights are therefore needed about whether attractive advertising models influence self-perception and advertising effectiveness of children this young, in order to help policy makers, parents and advertisers understand these effects. Two experimental studies are presented in which children are exposed to ads with peer models. Results show that when children of 6- to 7-year-old rate advertising models as being more attractive, advertising effectiveness raises, but children’s perceived self-worth and children’s perceived physical attractiveness are unaffected. We conclude that 6- to 7- year-old children use model attractiveness as a perceptual cue to rate ads but are not yet using comparisons with these models to evaluate themselves.
Keywords
Advertising effectiveness, attractive peer models, children’s consumer behaviour, development, self-worth, physical appearance, PHYSICAL ATTRACTIVENESS, CONSUMER SOCIALIZATION, DEVELOPMENTAL DIFFERENCES, RESPONSES, ESTEEM, MODELS, ADOLESCENTS, PREFERENCES, COMMERCIALS, APPEARANCE

Downloads

  • Paper IJCS Special Issue author copy.pdf
    • full text
    • |
    • open access
    • |
    • PDF
    • |
    • 367.81 KB

Citation

Please use this url to cite or link to this publication:

MLA
Van de Sompel, Dieneke, and Iris Vermeir. “The Influence of Source Attractiveness on Self-perception and Advertising Effectiveness for 6- to 7-year-old Children.” INTERNATIONAL JOURNAL OF CONSUMER STUDIES 40.5 (2016): 575–582. Print.
APA
Van de Sompel, D., & Vermeir, I. (2016). The influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children. INTERNATIONAL JOURNAL OF CONSUMER STUDIES, 40(5), 575–582.
Chicago author-date
Van de Sompel, Dieneke, and Iris Vermeir. 2016. “The Influence of Source Attractiveness on Self-perception and Advertising Effectiveness for 6- to 7-year-old Children.” International Journal of Consumer Studies 40 (5): 575–582.
Chicago author-date (all authors)
Van de Sompel, Dieneke, and Iris Vermeir. 2016. “The Influence of Source Attractiveness on Self-perception and Advertising Effectiveness for 6- to 7-year-old Children.” International Journal of Consumer Studies 40 (5): 575–582.
Vancouver
1.
Van de Sompel D, Vermeir I. The influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children. INTERNATIONAL JOURNAL OF CONSUMER STUDIES. 2016;40(5):575–82.
IEEE
[1]
D. Van de Sompel and I. Vermeir, “The influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children,” INTERNATIONAL JOURNAL OF CONSUMER STUDIES, vol. 40, no. 5, pp. 575–582, 2016.
@article{8079219,
  abstract     = {{The objective of this article is to examine the effects of using attractive peer models in advertising for 6- to 7-year-old children. This age is important in children’s development, as children of that age are not yet fully aware of the persuasive intent of advertising, are more focused on perceptual than on cognitive information in ads and are more focused on irrelevant rather than relevant ad information. More insights are therefore needed about whether attractive advertising models influence self-perception and advertising effectiveness of children this young, in order to help policy makers, parents and advertisers understand these effects. Two experimental studies are presented in which children are exposed to ads with peer models. Results show that when children of 6- to 7-year-old rate advertising models as being more attractive, advertising effectiveness raises, but children’s perceived self-worth and children’s perceived physical attractiveness are unaffected. We conclude that 6- to 7- year-old children use model attractiveness as a perceptual cue to rate ads but are not yet using comparisons with these models to evaluate themselves.}},
  author       = {{Van de Sompel, Dieneke and Vermeir, Iris}},
  issn         = {{1470-6423}},
  journal      = {{INTERNATIONAL JOURNAL OF CONSUMER STUDIES}},
  keywords     = {{Advertising effectiveness,attractive peer models,children’s consumer behaviour,development,self-worth,physical appearance,PHYSICAL ATTRACTIVENESS,CONSUMER SOCIALIZATION,DEVELOPMENTAL DIFFERENCES,RESPONSES,ESTEEM,MODELS,ADOLESCENTS,PREFERENCES,COMMERCIALS,APPEARANCE}},
  language     = {{eng}},
  number       = {{5}},
  pages        = {{575--582}},
  title        = {{The influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children}},
  url          = {{http://dx.doi.org/10.1111/ijcs.12302}},
  volume       = {{40}},
  year         = {{2016}},
}

Altmetric
View in Altmetric
Web of Science
Times cited: