2022/09/16 by Laurien Desimpelaere, Liselot Hudders, Dieneke Van de Sompel · 1 citation
Business, Management and Accounting · Social Sciences · Arts and Humanities · #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Media Influence and Health
paper · doi:10.1080/00913367.2022.2102554
In today’s online environment, children inevitably encounter personalized advertising. However, research suggests that children are not yet able to cope with this advertising type. This study therefore investigates whether literacy training helps children recognize personalized advertising. The 2 (personalized versus nonpersonalized ad) × 2 (literacy training versus no training) between-subjects design experiment (N = 166) suggests that personalized advertising decreased children’s (9 to 13 years) brand attitude but increased their purchase intentions. Moreover, training helped children to better recognize personalized ads. Contrary to the expectations, this targeting recognition positively affected brand attitude and purchase intentions.