Conceptualizations of children's and adolescents' knowledge about advertising and persuasion have evolved considerably over the past three decades. However, empirical research on this topic has been scarce in the past two decades. The authors review the early and current models of children's marketplace persuasion knowledge for insights into the conceptual limits of prior empirical research and opportunities for research grounded in richer models of advertising knowledge. They discuss goals and directions for the next generation of research programs so that such research will yield more complete insights into children's and adolescents' advertising knowledge and provide a basis for future policy decisions.
Author(s): Peter Wright 1 | Marian Friestad 2 | David M. Boush 3
Author(s) affiliations
1. Edwin E. and June Woldt Cone Professor of Business Administration, University of Oregon.
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