Purpose

Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI), this paper aims to examine parents’ beliefs about the nature and persuasive intent of addressable TV advertising targeting their children, and the intervening influence those beliefs have on the parents’ intentions to purchase the advertised products.

Design/methodology/approach

The study used an online survey design to examine the influence that addressable TV ads targeting children have on parents’ consumer behaviors. In total, 196 parents of children aged 3 to 12 completed the study. The majority of respondents had one (23%) or two (40.3%) children were primarily in two-parent (73.5%) or one-parent households (21.9%), and 79.6% indicated that they were mothers. Respondents were 23 to 41 years old (M = 37, SD = 8.03); dominantly Caucasian (77.5%; 16.8% African American); had an education of less than a college degree (65.3%); and a median household income of $50,000–$75,000 (73.5%).

Findings

Findings from this study indicate beliefs that a TV ad personally addressing their children positively influence parents’ purchase intentions, and this influence is partially mediated by perceptions of children’s susceptibility to the ad and perceptions of the likelihood of children’s purchase requests. Beliefs in children’s susceptibility to an ad’s addressability alternatively negatively mediates parents’ purchase intentions when not sequentially mediated by beliefs in the likelihood of children’s purchase requests.

Originality/value

Currently, there is little published research related to parents’ perceptions about the effects of personalized advertising targeting their children in general, and none that consider addressable TV advertising or the indirect influence this targeted advertising has on parents. Thus, this study provides important insights for scholars interested in theoretical implications related to addressable TV advertising, as well as practitioners seeking to enhance addressable TV advertising outcomes.

中文翻译：

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了解针对儿童的可寻址电视广告的感知易感性对父母购买意愿的影响

目的

可寻址电视是一种交互式媒体，它将在线数据个性化与传统电视内容相结合，以更好地满足个人消费者的需求并改善广告效果。本文利用说服知识模型 (PKM) 和推定影响 (IPI) 的影响，研究父母对针对儿童的可寻址电视广告的性质和说服意图的信念，以及这些信念对孩子的干预影响。父母购买广告产品的意图。

设计/方法/方法

该研究使用在线调查设计来检查针对儿童的可寻址电视广告对父母消费者行为的影响。总共有 196 名 3 至 12 岁儿童的父母完成了这项研究。大多数受访者有一个 (23%) 或两个 (40.3%) 的孩子，主要是在双亲 (73.5%) 或单亲家庭 (21.9%) 中，79.6% 表示他们是母亲。受访者年龄为 23 至 41 岁（M = 37，SD = 8.03）；主要是白种人（77.5%；16.8% 非裔美国人）；受教育程度低于大学学历（65.3%）；家庭收入中位数为 50,000 美元至 75,000 美元（73.5%）。

发现

这项研究的结果表明，人们认为亲自针对孩子的电视广告会对父母的购买意向产生积极影响，而这种影响部分是由儿童对广告的易感性的看法和对儿童购买请求可能性的看法所调节的。儿童对广告可寻址性的易感性的信念，当不是由儿童购买请求的可能性的信念依次介导时，会对父母的购买意图产生负面影响。

原创性/价值

目前，关于父母对针对他们孩子的个性化广告的影响的看法的已发表研究很少，也没有人考虑可寻址的电视广告或这种有针对性的广告对父母的间接影响。因此，这项研究为对与可寻址电视广告相关的理论意义感兴趣的学者以及寻求增强可寻址电视广告成果的从业者提供了重要的见解。