3–7-year-old children's brand awareness: A developmental investigation

摘要

Children in this world almost immersed in the environment of brands. Acquiring brand knowledge is necessary for children to adapt to the complicated consumer environment and grow as a sophisticated consumer. This research investigated the development of 3–7-year-old children's brand awareness by using preference judgment. The result showed that: (1) By the age of 5, children showed preference for the product with high brand awareness, but the 3-year-olds did not show this tendency; (2) perspective taking affected the children's judgment, children did better when they were asked to judge a ignorant person's preference than to judge theirs.