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Children's cognitive processing of I...

McIlrath, Mary,

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Children's cognitive processing of Internet advertising /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Children's cognitive processing of Internet advertising // Mary McIlrath.
Author:	McIlrath, Mary,
Description:	1 electronic resource (229 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 68-09, Section: A.
Contained By:	Dissertations Abstracts International68-09A.
Subject:	Memory. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3245951
ISBN:	9781109845501

Children's cognitive processing of Internet advertising /
McIlrath, Mary,

Children's cognitive processing of Internet advertising /Mary McIlrath. - 1 electronic resource (229 pages)

Source: Dissertations Abstracts International, Volume: 68-09, Section: A.

This study employs a developmental perspective to test and link children's ability to discriminate between commercial and noncommercial content on the Internet, their ability to attribute persuasive intent to online commercial content, and the effects of exposure to Internet advertising. Hypotheses test a Developmental Model of Children's Cognitive Processing of Internet Advertising by predicting relationships between fundamental developmental abilities, children's applied cognitive defenses against Internet advertising, and effects outcomes. Finally, research questions explore the predictive value of fundamental cognitive processing variables versus age. Conceptual differentiation and perspective-taking are measured for 185 elementary school students ages 5-7 and ages 9-12. Participants are randomly assigned to a banner, a pop-up, or advergame condition, and exposed to commercial content and noncommercial content on a novel website. Commercial/noncommercial discrimination, attribution of persuasive intent, and effects outcomes are assessed. All children ages 5 to 12 have only modest ability to discriminate commercial from noncommercial content online. Older children have no advantage over younger children in identifying commercial content, but older children perform significantly better at identifying noncommercial content. For both age groups, advergames are significantly more difficult to identify than pop-up or banner advertisements. Children have low overall ability to attribute persuasive intent to an Internet advertisement. Older children perform significantly better than younger children, with no significant differences between treatment conditions. Conceptual differentiation and prior Internet exposure predict commercial/noncommercial discrimination ability for Internet advertising. Visual perspective-taking and social perspective-taking interact with commercial/noncommercial discrimination to predict attribution of persuasive intent to an Internet advertisement. Age is a stronger predictor than fundamental developmental skills of commercial/noncommercial discrimination and attribution of persuasive intent. Attribution of persuasive intent and product memory do not predict effects outcomes as expected. Nonetheless, children in any treatment group are significantly more likely to select the advertised product versus children in a baseline group. Overall, this study provides elaborate assessment of age-related differences in children's understanding of basic types of Internet advertising. It also provides partial support for the theoretical assertions underlying the Developmental Model of Children's Cognitive Processing of Internet Advertising.

English

ISBN: 9781109845501Subjects--Topical Terms:

522110
Memory.
Subjects--Index Terms:

Advertising

Children's cognitive processing of Internet advertising /
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520 $a This study employs a developmental perspective to test and link children's ability to discriminate between commercial and noncommercial content on the Internet, their ability to attribute persuasive intent to online commercial content, and the effects of exposure to Internet advertising. Hypotheses test a Developmental Model of Children's Cognitive Processing of Internet Advertising by predicting relationships between fundamental developmental abilities, children's applied cognitive defenses against Internet advertising, and effects outcomes. Finally, research questions explore the predictive value of fundamental cognitive processing variables versus age. Conceptual differentiation and perspective-taking are measured for 185 elementary school students ages 5-7 and ages 9-12. Participants are randomly assigned to a banner, a pop-up, or advergame condition, and exposed to commercial content and noncommercial content on a novel website. Commercial/noncommercial discrimination, attribution of persuasive intent, and effects outcomes are assessed. All children ages 5 to 12 have only modest ability to discriminate commercial from noncommercial content online. Older children have no advantage over younger children in identifying commercial content, but older children perform significantly better at identifying noncommercial content. For both age groups, advergames are significantly more difficult to identify than pop-up or banner advertisements. Children have low overall ability to attribute persuasive intent to an Internet advertisement. Older children perform significantly better than younger children, with no significant differences between treatment conditions. Conceptual differentiation and prior Internet exposure predict commercial/noncommercial discrimination ability for Internet advertising. Visual perspective-taking and social perspective-taking interact with commercial/noncommercial discrimination to predict attribution of persuasive intent to an Internet advertisement. Age is a stronger predictor than fundamental developmental skills of commercial/noncommercial discrimination and attribution of persuasive intent. Attribution of persuasive intent and product memory do not predict effects outcomes as expected. Nonetheless, children in any treatment group are significantly more likely to select the advertised product versus children in a baseline group. Overall, this study provides elaborate assessment of age-related differences in children's understanding of basic types of Internet advertising. It also provides partial support for the theoretical assertions underlying the Developmental Model of Children's Cognitive Processing of Internet Advertising.
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650 4 $a Television programs. $3 605397
650 4 $a Cognitive ability. $3 3560491
650 4 $a Skills. $3 3221615
650 4 $a Mass communications. $3 3422380
650 4 $a Internet access. $3 3410690
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650 4 $a Cognitive psychology. $3 523881
650 4 $a Alliances. $3 3379692
650 4 $a Websites. $2 gtt $3 1062467
650 4 $a Developmental psychology. $3 516948
650 4 $a Cognitive therapy. $3 524357
650 4 $a Mass media. $3 516793
650 4 $a Children & youth. $3 3541389
650 4 $a Cognition & reasoning. $3 3556293
650 4 $a Studies. $3 3433795
650 4 $a Internet. $3 527226
650 4 $a Research. $3 531893
653 $a Advertising
653 $a Children
653 $a Cognitive processing
653 $a Internet
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