The influence of sex roles on children's advertising preference.

摘要

Young children have always comprised a substantial market segment. In order to reach these younger market segments, businesses rely heavily on various forms of advertising. Given the heavy reliance on television advertising in general, academicians and marketing practitioners have devoted a great deal of effort to better understand the effects of TV ads on children. This study examines the effect of age and gender on children's attitude toward the ad.; Developmental studies have generally found a reduction in children's stereotyping of traditional sex-typed activities and children's preferences as they mature. Some of these findings indicate that children's sex-typed preferences change over time, being more rigid during the preschool years and becoming more flexible during middle childhood. The results of the study indicated that the interaction for gender and type of ad was not significant. The three-way interaction by age, gender, and type of ad was significant. A significant two-way interaction effect for boys was found, whereas the two-way interaction for age and type of ad for girls was not significant.