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1. How are children's attitudes toward ads and brands affected by gender-related content in advertising? Instructor: Dr. Pi-Ying Hsu Presenter : Yi-Ping Chien Date: May 11, 2011
4. Introduction Children in the United States may view more than 40,000 commercials a year (Strasburger, 2001), the likelihood that they are influenced by gender related content in the commercials is substantial.
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7. Parents Peers Media Sex Age Gender schema Biological factors Socialization factors Cognitive factors Literature review
8. Conceptual framework Biological factors Socialization factors Cognitive factors H1 H2 Biological factors Socialization factors Cognitive factors Degree of gender flexibility Attitude a. toward the ad b. toward the brand H1: When exposed to advertising with gender content, children with high gender flexibility will have significantly more positive attitudes than will children with low gender flexibility for both attitude toward the ad and attitude toward the brand. Gender related content in the ad
10. The procedure of the study 1. the stimuli 2. the 9 ads 3. the gender flexibility scale 1. Participants were randomly assigned 2. The interviewer read each question, waiting for participants to answer 3. About 15 to 20 minutes Gain school permission and parental consent
11. Methodology Participants Children from several elementary schools in the Midwest Instrument 256 questionnaires Gender Male 45.3% ; Female 54.7% Age 8.4 Data Collection
12. Research diagram Characters in the ad A 3 X 3 experimental design Only Female Only Male Male & Female Masculine Products Feminine Neutral
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18. Gender flexibility A short version of the COAT scale Whether it was appropriate for "only men," "only women," or "both men and women" to do Whether the trait was appropriate for "only boys," "only girls," "both boys and girls," or "neither boys nor girls”
21. Results H1: When exposed to advertising with gender content, children with high gender flexibility will have significantly more positive attitudes than will children with low gender flexibility for both attitude toward the ad and attitude toward the brand. H2: Gender content in advertisements significantly moderates the relationship between gender flexibility and children's attitude toward the ad and the brand.
22. Conclusion 1. The results support gender flexibility being significantly related to both attitude toward the ad and attitude toward the brand. 2. The gender of the ad characters was a significant moderator for attitude toward the ad. 3. Incorporating incongruent gender elements together in children's ads can adversely affect children's attitude toward the brand.
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Notes de l'éditeur
Yet, to date, most advertising studies examining how this gender-related content might influence attitudes toward advertising have focused on adult consumers. Nor has the consumer socialization literature closely examined gender issues related to children's responses to advertising (Ekstrom 2003; John 1999).
To address this gap in the literature, this paper develops a conceptual framework, based on a synthesis of developmental psychology literature, to understand how children develop attitudes toward advertisements with gender-related content. Next, to examine the conceptual framework, the results of an experimental design study with eight- and nine-year-old children are reported, confirming the key relationships posited in the conceptual framework. Managerial and public policy implications based on this study are discussed.
When will gender-related content be salient and how will it be interpreted in the formation of attitudes toward the ad?
This paper addresses this gap in the literature by developing a conceptual framework based on biological, socialization, and cognitive factors for understanding how children form attitudes toward advertisements with gender-related content.
. To ensure that all participants would be able to understand the questionnaire, the interviewer read each question, waiting for participants to answer, then proceeded to read the next question, and so forth. The entire data collection process took approximately 15 to 20 minutes. At the end of the process, participants selected a "fun" pencil as a reward for their participation. Schools were also provided a nominal monetary contribution for their cooperation with the study.
( only in second and third) Over a one-month period Interviewed in groups of 2-10 children
a 3 X 3 experimental design a 3 X 3 experimental design was developed, using print ads created for the purpose of the study. The completely randomized factorial design had two treatments: characters in the ad (only male, only female, or both male and Spring 201039 female) and product (masculine product, feminine product, or neutral product).
1.Not at all exciting2.3.4. 5.very exciting
1.Not at all exciting2.3.4. 5.very exciting
Respondents indicated whether it was appropriate for "only men," "only women," or "both men and women" to do
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