Esther Rozendaal, Laura Buijs, Eva A. van Reijmersdal
Abstract
This study investigated whether a forewarning of advertising's intent can increase children's (N = 159, 8-10 years old) defenses against television commercials to lower their desire for advertised products. Two different forewarnings were tested, one for advertising's commercial intent or warning for the promotional nature, and one for advertising's manipulative intent or warning for the deceptive nature. Results showed that only the warning of manipulative intent prior to advertising exposure was successful in increasing children's advertising defenses. This forewarning activated children's attitudinal advertising literacy (i.e., skepticism toward the commercial), which in turn led to lower advertised product desire. The forewarning of commercial intent was not effective in strengthening children's advertising defenses. These findings have important implications for interventions that aim to lower children's desire for (unhealthy) advertised products by activating their advertising literacy.
This research output has an Altmetric Attention Score of 20. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 10 March 2021.
All research outputs
#1,557,948
of 22,881,154 outputs
Outputs from Frontiers in Psychology
#3,112
of 29,979 outputs
Outputs of similar age
#31,347
of 364,242 outputs
Outputs of similar age from Frontiers in Psychology
#72
of 390 outputs
Altmetric has tracked 22,881,154 research outputs across all sources so far. Compared to these this one has done particularly well and is in the 93rd percentile: it's in the top 10% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 29,979 research outputs from this source. They typically receive a lot more attention than average, with a mean Attention Score of 12.5. This one has done well, scoring higher than 89% of its peers.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 364,242 tracked outputs that were published within six weeks on either side of this one in any source. This one has done particularly well, scoring higher than 91% of its contemporaries.
We're also able to compare this research output to 390 others from the same source and published within six weeks on either side of this one. This one has done well, scoring higher than 81% of its contemporaries.
