Media Psychology ( IF 3.912 ) Pub Date : 2020-12-21 , DOI: 10.1080/15213269.2020.1856685 Rhianne W. Hoek 1 , Esther Rozendaal 1 , Hein T. van Schie 1 , Moniek Buijzen 1, 2
ABSTRACT
This study aimed to investigate whether children’s advertising literacy activation affects their susceptibility to advertising and if this relationship is moderated by inhibitory control. In an experiment among 48 children aged 10–13 years old, we made a distinction between children’s conceptual advertising literacy (i.e., knowledge of advertising) and attitudinal advertising literacy (i.e., critical attitude toward advertising). By using a within-subjects design, participants were primed with either television commercials (advertising condition) or a news broadcast (control condition). Advertising literacy activation was assessed with the Advertising Literacy Activation Task (ALAT), inhibitory control with a Go/No Go Task, and susceptibility with both an Approach-Avoidance Task (to assess implicit desire for the advertised products) and a questionnaire measurement (to assess explicit desire for the advertised products). The results showed that the relation between both conceptual and attitudinal advertising literacy activation and implicit desire for the advertised products was moderated by inhibitory control. Inhibitory control not only diminished the direct positive effect of advertising literacy activation on implicit desire, but even reversed it. No effects of advertising literacy activation and inhibitory control were found on explicit advertised product desire. Our results indicate that inhibitory control plays an important role in countering advertising effects.
中文翻译:
抑制控制调节广告素养激活与广告敏感性之间的关系
摘要
本研究旨在调查儿童的广告素养激活是否会影响他们对广告的敏感性,以及这种关系是否受到抑制控制的调节。在一项针对 48 名 10-13 岁儿童的实验中,我们区分了儿童的概念广告素养(即广告知识)和态度广告素养(即对广告的批判态度)。通过使用受试者内设计,参与者被电视广告(广告条件)或新闻广播(控制条件)引导。广告素养激活通过广告素养激活任务 (ALAT) 评估,抑制控制采用 Go/No Go Task,以及对方法回避任务(评估对广告产品的隐性渴望)和问卷测量(评估对广告产品的明确渴望)的敏感性。结果表明,概念和态度的广告素养激活与对广告产品的内隐欲望之间的关系受到抑制控制的调节。抑制性控制不仅削弱了广告素养激活对内隐欲望的直接积极影响,甚至逆转了它。没有发现广告素养激活和抑制控制对明确的广告产品需求的影响。我们的研究结果表明,抑制性控制在对抗广告效果方面起着重要作用。结果表明,概念和态度的广告素养激活与对广告产品的内隐欲望之间的关系受到抑制控制的调节。抑制性控制不仅削弱了广告素养激活对内隐欲望的直接积极影响,甚至逆转了它。没有发现广告素养激活和抑制控制对明确的广告产品需求的影响。我们的研究结果表明,抑制性控制在对抗广告效果方面起着重要作用。结果表明,概念和态度的广告素养激活与对广告产品的内隐欲望之间的关系受到抑制控制的调节。抑制性控制不仅削弱了广告素养激活对内隐欲望的直接积极影响,甚至逆转了它。没有发现广告素养激活和抑制控制对明确的广告产品需求的影响。我们的研究结果表明,抑制性控制在对抗广告效果方面起着重要作用。但甚至扭转了它。没有发现广告素养激活和抑制控制对明确的广告产品需求的影响。我们的研究结果表明,抑制性控制在对抗广告效果方面起着重要作用。但甚至扭转了它。没有发现广告素养激活和抑制控制对明确的广告产品需求的影响。我们的研究结果表明,抑制性控制在对抗广告效果方面起着重要作用。