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Taking children's advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers

Pieter De Pauw (UGent) , Veroline Cauberghe (UGent) and Liselot Hudders (UGent)
(2019) COMMUNICATION RESEARCH. 46(8). p.1197-1221
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Abstract
Few studies focus on how children’s environment affects their ability to cope with contemporary advertising. This study uses multilevel analysis techniques to explore how parents, classmates, and teachers’ characteristics influence primary school children’s dispositional advertising literacy, while acknowledging these children’s own individual features. To this end, three surveys were conducted, resulting in four datasets linking information obtained from (9- to 12-year-old) children (n = 392), their peer group (children aggregated per class; n = 22), their parents (n = 191), and their teachers (n = 22). The results show that children’s cognitive and attitudinal advertising literacy is to a large extent (12-13%) determined by class-level processes (especially peers). Children’s moral advertising literacy is primarily an individual matter (1%), albeit greatly influenced by their teachers. In general, parents’ impact is mainly expressed through socioeconomic factors.
Keywords
advertising literacy, children, peer, parent, teacher, PERSUASION KNOWLEDGE, CONSUMER SOCIALIZATION, MEDIA LITERACY, SOCIOECONOMIC-STATUS, SCHOOL, ADOLESCENTS, ACHIEVEMENT, INVOLVEMENT, TELEVISION, MECHANISMS

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Citation

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MLA
De Pauw, Pieter, et al. “Taking Children’s Advertising Literacy to a Higher Level : A Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers.” COMMUNICATION RESEARCH, vol. 46, no. 8, 2019, pp. 1197–221.
APA
De Pauw, P., Cauberghe, V., & Hudders, L. (2019). Taking children’s advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers. COMMUNICATION RESEARCH, 46(8), 1197–1221.
Chicago author-date
De Pauw, Pieter, Veroline Cauberghe, and Liselot Hudders. 2019. “Taking Children’s Advertising Literacy to a Higher Level : A Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers.” COMMUNICATION RESEARCH 46 (8): 1197–1221.
Chicago author-date (all authors)
De Pauw, Pieter, Veroline Cauberghe, and Liselot Hudders. 2019. “Taking Children’s Advertising Literacy to a Higher Level : A Multilevel Analysis Exploring the Influence of Parents, Peers, and Teachers.” COMMUNICATION RESEARCH 46 (8): 1197–1221.
Vancouver
1.
De Pauw P, Cauberghe V, Hudders L. Taking children’s advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers. COMMUNICATION RESEARCH. 2019;46(8):1197–221.
IEEE
[1]
P. De Pauw, V. Cauberghe, and L. Hudders, “Taking children’s advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers,” COMMUNICATION RESEARCH, vol. 46, no. 8, pp. 1197–1221, 2019.
@article{8571910,
  abstract     = {{Few studies focus on how children’s environment affects their ability to cope with contemporary advertising. This study uses multilevel analysis techniques to explore how parents, classmates, and teachers’ characteristics influence primary school children’s dispositional advertising literacy, while acknowledging these children’s own individual features. To this end, three surveys were conducted, resulting in four datasets linking information obtained from (9- to 12-year-old) children (n = 392), their peer group (children aggregated per class; n = 22), their parents (n = 191), and their teachers (n = 22). The results show that children’s cognitive and attitudinal advertising literacy is to a large extent (12-13%) determined by class-level processes (especially peers). Children’s moral advertising literacy is primarily an individual matter (1%), albeit greatly influenced by their teachers. In general, parents’ impact is mainly expressed through socioeconomic factors.}},
  author       = {{De Pauw, Pieter and Cauberghe, Veroline and Hudders, Liselot}},
  issn         = {{0093-6502}},
  journal      = {{COMMUNICATION RESEARCH}},
  keywords     = {{advertising literacy,children,peer,parent,teacher,PERSUASION KNOWLEDGE,CONSUMER SOCIALIZATION,MEDIA LITERACY,SOCIOECONOMIC-STATUS,SCHOOL,ADOLESCENTS,ACHIEVEMENT,INVOLVEMENT,TELEVISION,MECHANISMS}},
  language     = {{eng}},
  number       = {{8}},
  pages        = {{1197--1221}},
  title        = {{Taking children's advertising literacy to a higher level : a multilevel analysis exploring the influence of parents, peers, and teachers}},
  url          = {{http://dx.doi.org/10.1177/0093650218797876}},
  volume       = {{46}},
  year         = {{2019}},
}
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