Children, Advertising, and Product Experiences: A Multimethod Inquiry

Abstract

Although the prepurchase effects of advertising on children are well documented, little is known about advertising's impact in conjunction with children's product usage experiences. Two studies, one using experimentation and the other using depth interviews, were undertaken to examine this issue. In addition to informational effects, special emphasis was placed on the role affective constructs play in shaping children's impressions. Experimental results indicated that both product trial and advertising have influences, but also that the interplay of these influences differs between older children (10–11-year-olds) and younger children (seven- to eight-year-olds). Depth interviews offered further insights into these age differences such that our overall understanding of how older and younger children relate to advertisements and product consumption has been advanced.