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Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach
Abstract
This study employs a cognitive response approach using non-directive probes rather than direct questions to assess the effects of advertising knowledge and the presence of a cue on thoughts produced by 9 to 10-year-old children while watching commercials. The number of counterarguments produced indicates children's use of cognitive defenses. The study found that advertising knowledge did not result in increased counterarguments against advertisements unless a cue was present to activate that knowledge. Direct questions (as opposed to non-directive probes) themselves appear to activate advertising knowledge, thus overestimating children's actual use of cognitive defenses.
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Cited by
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811
Reliability of Nominal Data Based on Qualitative Judgments
Perreault, W. D., & Leigh, L. E. (1989) · Journal of Marketing Research · doi:10.2307/3172601 · Cited by 1,575
Reconsidering Advertising Literacy as a Defense Against Advertising Effects
Rozendaal, E., Lapierre, M. A., van Reijmersdal, E. A., & Buijzen, M. (2011) · Media Psychology · doi:10.1080/15213269.2011.620540 · Cited by 396
Buijzen, M., Van Reijmersdal, E. A., & Owen, L. H. (2010) · Communication Theory · doi:10.1111/j.1468-2885.2010.01370.x · Cited by 285
Effects of online advertising format and persuasion knowledge on audience reactions
Tutaj, K., & van Reijmersdal, E. A. (2012) · Journal of Marketing Communications · doi:10.1080/13527266.2011.620765 · Cited by 269
Metadata
- Authors
- Brucks, M., Armstrong, G. M., & Goldberg, M. E.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1988-03
- Volume
- 14
- Issue
- 4
- Pages
- 471
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2098041065
- Cited by
- 261
- References
- 0
- FWCI
- 14.35
- Type
- journal article
- Language
- en
- Open access
- closed
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- Brucks, M., Armstrong, G. M., & Goldberg, M. E. (1988). Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach. Journal of Consumer Research. https://doi.org/10.1086/209129
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