Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt

Standard

Children's attitudinal and behavioral reactions to product placements : investigating the role of placement frequency, placement integration, and parental mediation. / Naderer, Brigitte; Matthes, Jörg; Marquart, Franziska; Mayrhofer, Mira.

I: International Journal of Advertising, Bind 37, Nr. 2, 04.03.2018, s. 236-255.

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt

Harvard

Naderer, B, Matthes, J, Marquart, F & Mayrhofer, M 2018, 'Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation', International Journal of Advertising, bind 37, nr. 2, s. 236-255. https://doi.org/10.1080/02650487.2016.1218672

APA

Naderer, B., Matthes, J., Marquart, F., & Mayrhofer, M. (2018). Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation. International Journal of Advertising, 37(2), 236-255. https://doi.org/10.1080/02650487.2016.1218672

Vancouver

Naderer B, Matthes J, Marquart F, Mayrhofer M. Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation. International Journal of Advertising. 2018 mar. 4;37(2):236-255. https://doi.org/10.1080/02650487.2016.1218672

Author

Naderer, Brigitte ; Matthes, Jörg ; Marquart, Franziska ; Mayrhofer, Mira. / Children's attitudinal and behavioral reactions to product placements : investigating the role of placement frequency, placement integration, and parental mediation. I: International Journal of Advertising. 2018 ; Bind 37, Nr. 2. s. 236-255.

Bibtex

@article{5b48c75e5b864509a672a6a8773788f1,
title = "Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation",
abstract = "The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents{\textquoteright} advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy regulators.",
keywords = "children, parental mediation, persuasion knowledge, placement frequency, placement integration, product placement",
author = "Brigitte Naderer and J{\"o}rg Matthes and Franziska Marquart and Mira Mayrhofer",
year = "2018",
month = mar,
day = "4",
doi = "10.1080/02650487.2016.1218672",
language = "English",
volume = "37",
pages = "236--255",
journal = "International Journal of Advertising",
issn = "0265-0487",
publisher = "Taylor & Francis",
number = "2",

}

RIS

TY - JOUR

T1 - Children's attitudinal and behavioral reactions to product placements

T2 - investigating the role of placement frequency, placement integration, and parental mediation

AU - Naderer, Brigitte

AU - Matthes, Jörg

AU - Marquart, Franziska

AU - Mayrhofer, Mira

PY - 2018/3/4

Y1 - 2018/3/4

N2 - The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents’ advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy regulators.

AB - The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents’ advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy regulators.

KW - children

KW - parental mediation

KW - persuasion knowledge

KW - placement frequency

KW - placement integration

KW - product placement

UR - http://www.scopus.com/inward/record.url?scp=85031424811&partnerID=8YFLogxK

U2 - 10.1080/02650487.2016.1218672

DO - 10.1080/02650487.2016.1218672

M3 - Journal article

AN - SCOPUS:85031424811

VL - 37

SP - 236

EP - 255

JO - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

IS - 2

ER -

ID: 255169352