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Advertising: Responses across the Life-Span

Moniek Buijzen


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Advertising responses are the thoughts, emotions, and behaviors generated by exposure to a commercial message ( Petty & Cacioppo 1996 ). Responses to →  advertising can be divided into three general types : cognitive, affective, and behavioral responses. Studies on cognitive responses focus on recall or recognition of advertisements and brands. Affective response studies concentrate on likes and dislikes of advertisements and brands. Finally, behavioral response studies investigate the extent to which people are persuaded by advertisements; for instance, to purchase the advertised brand. Advertising research has shown that the extent to which consumers respond to persuasive information varies greatly across different stages of life ( Friestad & Wright 1994 ; John 1999 ). In particular, children are more receptive to persuasive information than adolescents and adults, because they have less experience and domain-specific knowledge that they can use while processing advertisements. It has been suggested that children are more easily swayed by an attractive advertisement, because they are less able than adolescents and adults to come up with critical thoughts and counterarguments while being exposed to persuasive information ( Young 1990 ). During childhood and adolescence, children develop various advertising-related competencies, which are increasingly known as “advertising ... log in or subscribe to read full text

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