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Development and testing of the advertising literacy activation task: an indirect measurement instrument for children aged 7-13 years old
Media Psychology ( IF 3.912 ) Pub Date : 2020-09-17 , DOI: 10.1080/15213269.2020.1817090
Rhianne W. Hoek 1 , Esther Rozendaal 1 , Hein T. van Schie 1 , Moniek Buijzen 1, 2
Affiliation  

ABSTRACT

The aim of this study was to develop and test an indirect measurement instrument that is able to assess children’s advertising literacy activation. Study 1 (N = 24, age: 10–12) describes the development of the Advertising Literacy Activation Task (ALAT) in which participants sort successive words in two categories: advertising or news. Studies 2 and 3 tested the ALAT on usability, reliability, predictive, and construct validity. In study 2 (N = 38, age: 10–12), participants were primed with a story about advertising or about news. Study 3 (N = 114, age: 7–13) used a similar design but with actual television commercials and news broadcast. Frequency and speed of categorizing conceptual and attitudinal words were analyzed with Bayesian statistics investigating effects of priming, dispositional advertising literacy, and their interactions. Results indicate that the ALAT is a usable and reliable measurement instrument with good predictive validity, but with limited construct validity.



中文翻译:

广告素养激活任务的开发与测试:7-13岁儿童的间接测量工具

摘要

本研究的目的是开发和测试一种能够评估儿童广告素养激活的间接测量工具。研究 1(N = 24,年龄:10-12)描述了广告识字激活任务 (ALAT) 的发展,其中参与者将连续的单词分为两类:广告或新闻。研究 2 和 3 测试了 ALAT 的可用性、可靠性、预测性和结构有效性。在研究 2 中(N = 38,年龄:10-12),参与者被一个关于广告或新闻的故事准备好了。研究 3 ( N= 114,年龄:7-13) 使用了类似的设计,但有实际的电视广告和新闻广播。使用贝叶斯统计分析概念和态度词的分类频率和速度,调查启动、倾向性广告素养及其相互作用的影响。结果表明,ALAT 是一种可用且可靠的测量工具,具有良好的预测效度,但结构效度有限。

更新日期:2020-09-17
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