Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Parents and the media, especially television, have long been seen as important socializing agents that have impact on children's consumer socialization. The objective of this study conducted in China was to test the relative contribution of the cognitive developmental model and the social learning model with a focus on television and parents as socializing agents. Using a sample of 1758 children ages 6-14 and their parents living in three Mainland Chinese cities with different levels of advertising development, we examined children's understanding of television advertising by age utilizing a verbal method. Results of logistic regression analyses indicated that the cognitive developmental model made a greater contribution to predicting children's understanding of commercial communications than the social learning model. Chinese parents were not important socializing agents and television played some role in children's consumer socialization. Gender, household income and the media environment had impact on children's understanding of commercial communications. Girls and children from families with high household income had a higher understanding. Children residing in cities with the presence of public service advertising had a lower understanding of commercial communications. © 2005 Elsevier B.V. All rights reserved.

Publication Year

2006

Journal Title

Journal of Economic Psychology

Volume number

1

Issue number

27

Publisher

Public Library of Science

First Page (page number)

36

Last Page (page number)

56

Referreed

1

DOI

10.1016/j.joep.2005.06.011

ISSN (print)

07363761

Link to Publisher’s Edition

http://dx.doi.org/10.1016/j.joep.2005.06.011

Keywords

Advertising, Children, Consumer socialization, Social learning, Television

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