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A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children's Consumption Behaviour

机译:广告效果的双步骤和双过程模型:减少广告对儿童消费行为的负面影响的含义

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摘要

Children are important targets of advertising campaigns from companies. However, children have been found to be particularly vulnerable to negative effects of advertising, and protecting children from these effects is an important task of consumer policy. Two important aspects have to be considered in this task. First, advertising affects judgements and behaviour not only during ad exposure but also in delayed consumption and purchase contexts. Second, advertising operates largely at an implicit level-during ad exposure as well as in consumption decisions. The current article introduces a dual-step (ad exposure vs. purchase/consumption) and dual-process (implicit vs. explicit) model of advertising effects on children. The model is based on a review of implicit advertising effects and implicit mechanisms of self-control. It implies that consumer policies intending to prevent undesired advertising effects should support interventions that strengthen advertising and purchasing literacy and, in addition, implicit self-control mechanisms in children. As self-control in consumption decisions is largely relevant for, and learned during, shopping and consumption, such interventions should focus on educating parents or other primary caregivers because they are the most likely persons to accompany children in such situations and have a great influence on children's implicit learning.
机译:儿童是公司开展广告活动的重要目标。但是,已经发现儿童特别容易受到广告负面影响的影响,保护儿童免受广告影响是消费者政策的重要任务。在此任务中必须考虑两个重要方面。首先,广告不仅会影响广告曝光期间的判断和行为,还会影响延迟的消费和购买环境。其次,广告在广告展示期间以及消费决策中很大程度上都处于隐性水平。当前的文章介绍了广告对儿童的影响的双步模型(广告曝光量与购买/消费量)和双过程模型(内隐与显式)。该模型基于对隐式广告效果和隐式自我控制机制的回顾。这意味着旨在防止不良广告影响的消费者政策应支持增强广告和购买素养的干预措施,此外还应包括儿童的隐性自我控制机制。由于消费决策中的自我控制在很大程度上与购物和消费有关,并且在购物和消费过程中可以学习,因此此类干预措施应着重于教育父母或其他主要照顾者,因为他们最有可能在这种情况下陪伴孩子并对他们产生重大影响儿童的内隐学习。

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