Esther Rozendaal
Biographic Data
| ID | 193137 |
|---|---|
| NAME | Esther Rozendaal |
| GIVEN NAMES | Esther |
| FAMILY NAME | Rozendaal |
| SIGNATURE | ROZENDAAL E |
| AFFILIATIONS | Erasmus University Rotterdam |
| ORCID | 0000-0003-1234-8496 |
| VERIFIED | Yes |
| TOTAL WORKS | 23 |
| TOTAL CITATIONS | 11 |
| WORKS AS AUTHOR | 23 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2010 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Longitudinal relations between exposure to YouTube influencer videos and Dutch teenagers’ materialism and advertised product desire
Contains fulltext : 328862.pdf (Publisher’s version ) (Open Access)
Preadolescents and Their Online World
To thrive in today’s digital media society, preadolescents (8–12-year-olds) should adaptively navigate online opportunities and challenges. Supporting them in this requires a clear understanding of how they experience their online world. Therefore, this study examined preadolescents’ online activities and their perceptions of online opportunities and challenges using qualitative methods. In a participatory project, 129 preadolescents explored the…
Let’s get critical! The effects of facilitated peer discussions on Dutch adolescents’ perceptions of risk behavior in entertainment media and real life
Research suggests that critical peer discussions about media portrayals of risk behavior can contribute to adolescents having more critical interpretations of these portrayals, as well as lower perceived social norms regarding real-life risk behavior. However, critical peer discussions rarely occur spontaneously. Therefore, this study investigates how facilitated peer discussions contribute to adolescents’ (n = 237, 50.2% girls, mean age = 15.43)…
Mediated risks through rose-tinted glasses? Exploring barriers and boosters to critical deconstructions of mediated risk behavior by Dutch adolescents
Given the potential for media portrayals to affect adolescents’ cognitions regarding risk behaviors and the importance of message interpretation processes, this study investigates how adolescents give meaning to media portrayals of risk behavior (e.g., alcohol, smoking, drugs, sex, and reckless behavior) and which factors play a role within this process through 7 focus groups followed by 50 individual interviews with adolescents. Findings indicat…
Risk on Demand? A Quantitative Content Analysis of the Portrayal of Risky Health Behaviors in Popular on Demand Content
Video on Demand (VOD) has become the most popular way for adolescent viewers to consume entertainment media, often without parental supervision. Given the potential for modeling, this study aims to investigate the prevalence and nature with which risky health behaviors are portrayed in popular VOD programs. A quantitative content analysis of trending programs (N = 529) from popular VOD-platforms investigated the prevalence, co-occurrence, tone, s…
The development and testing of a pictogram signaling advertising in online videos
Although influencer marketing has become an important advertising strategy, it has one major challenge: its lack of transparency. Young people often struggle to distinguish commercial from non-commercial content, making them particularly susceptible to influencer marketing. In response to the Dutch Media Act, we aim to develop and test a Kijkwijzer pictogram that that clearly signals advertising (i.e. influencer marketing) in online videos to min…
Surveillance and self-care
Beauty labor, practices that are aimed at attaining, optimizing or shaping physical appearances, has been a part of ‘doing girl’ for decades. But new technologies and neoliberal sensibilities are changing the ways in which beauty is presented to girls and women. This qualitative research examines the discourse of 22 YouTube beauty videos. Using a multimodal critical discourse analysis, this project concerns the mechanisms through which influencer…
Children’s vulnerability to advertising
Children’s vulnerability to advertising has been the subject of social and political debate for many years. In comparison with adults, children (up to 12 years old) are thought to be more vulnerable when confronted with advertising and, consequently, more sensitive to its impact. The rationale behind this common assumption is that advertising literacy has not fully developed in children, and that they are therefore less capable of recognizing the…
Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos
Answering the strong need for insights into how minors can effectively be informed about advertising (e.g., influencer marketing) in online content, we ran an online experiment ( N = 623 minors between 8 and 18 years old) testing the effects of two pictograms that were designed in co-creation with minors and the potential of an awareness campaign to boost the pictogram’s effectiveness. Our findings provide three important insights that have impli…
Parents’ perceptions of parental consent procedures for social science research in the school context
Typically, parents or other legal guardians are asked for an active declaration that the participation of their child in scientific research is informed and voluntary. However, asking for active parental consent leads to lower quality studies and passive parental consent might be preferable. In this study, we used an online survey in which parents ( N = 156) watched video vignettes of multiple types of research in the classroom and asked them to …
Inhibitory control moderates the relation between advertising literacy activation and advertising susceptibility
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 withi…
Development and testing of the advertising literacy activation task
Contains fulltext : 222400.pdf (Publisher’s version ) (Open Access)
Behind the policy frontline in the Netherlands during the Corona crisis
From the onset of the Corona crisis, a specific policy challenge was identified in the Netherlands: How to motivate young people to adhere to the behavioral measures, such as physical distancing? Young people have an important role to play in stopping the virus from spreading, but they may be more difficult to reach and less motivated and able to adhere to the guidelines than adults. Mid-March, Moniek Buijzen was invited to consult the behavioral…
Investigating the unintended effects of television advertising among children in former-Soviet Bulgaria
Extensive research has been carried out to examine the unintended effects of television advertising on children in Western Europe. Little, however, is known about effects in Eastern European settings. Eastern European countries were part of the former USSR and its Soviet regime, meaning that all forms of commercial advertising were prohibited. Current parents and educators experienced the shift to capitalism first-hand and are particularly critic…
A Cross-National Study Examining the Role of Executive Function and Emotion Regulation in the Relationship between Children’s Television Exposure and Consumer Behavior
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
Despite the popularity of the Persuasion Knowledge Model, and its persistent relevance given the omnipresence of sponsored content (e.g. brand placement in TV programmes and video games, or paid product reviews in blogs), the way scholars measure persuasion knowledge varies widely. This study aims to develop valid and reliable scales for standardized measurement of consumers' persuasion knowledge of sponsored content. In three phases, we develope…
Cross-national differences in consumer socialization, development, and behavior
With many studies on children and advertising presenting universal models of how children are socialized, develop and behave as consumers, this study tested whether such assumptions are appropriate by looking at differences between children and families in two of the countries where research on children and advertising is among the most robust – the Netherlands and United States. A total of 954 mothers of children between the ages of 5–12 from th…
Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats
Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded f…
This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents
As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents' persuasion knowledge (i.e., recognition of brand placement as being advertising, understan…
The Impact of Prosocial Television News on Children’s Prosocial Behavior
The aim of this experimental study was to examine whether prosocial behavior in television news affects children’s prosocial intentions and behaviors. In this study, 372 Dutch children (9–13 years old) participated. Children in the experimental condition were exposed to prosocial news showing children organizing a fundraising action for UNICEF. In the control condition, children were exposed to news about UNICEF in which no prosocial behavior was…
Think-Aloud Process Superior to Thought-Listing in Increasing Children's Critical Processing of Advertising
This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes: think-aloud and thought-listing. The model was tested on a sample of 8- to 12-year-old children (N = …
Reconsidering Advertising Literacy as a Defense Against Advertising Effects
It is widely assumed that advertising literacy makes children less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this view. In this article, we explain why advertising literacy as it is currently defined (i.e., conceptual knowledge of advertising) is not effective in reducing children's advertising susceptibility. Specifically, based on recent insights on children's advertising processing…
Comparing Children's and Adults' Cognitive Advertising Competences in the Netherlands
This study examines the age at which children reach adult levels of cognitive advertising competences. In a computer-assisted survey of 294 children (8-12 years) and 198 adults (18-30 years), we investigate at what age children reach adult levels of (1) advertising recognition, and (2) understanding of advertising's selling and persuasive intent. Our findings show that around the age of 9-10, most children have reached an adult level of advertisi…
Think-Aloud Process Superior to Thought-Listing in Increasing Children's Critical Processing of Advertising
This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes: think-aloud and thought-listing. The model was tested on a sample of 8- to 12-year-old children (N = …
This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents
As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents' persuasion knowledge (i.e., recognition of brand placement as being advertising, understan…
A Cross-National Study Examining the Role of Executive Function and Emotion Regulation in the Relationship between Children’s Television Exposure and Consumer Behavior
Parents’ perceptions of parental consent procedures for social science research in the school context
Typically, parents or other legal guardians are asked for an active declaration that the participation of their child in scientific research is informed and voluntary. However, asking for active parental consent leads to lower quality studies and passive parental consent might be preferable. In this study, we used an online survey in which parents ( N = 156) watched video vignettes of multiple types of research in the classroom and asked them to …
Comparing Children's and Adults' Cognitive Advertising Competences in the Netherlands
This study examines the age at which children reach adult levels of cognitive advertising competences. In a computer-assisted survey of 294 children (8-12 years) and 198 adults (18-30 years), we investigate at what age children reach adult levels of (1) advertising recognition, and (2) understanding of advertising's selling and persuasive intent. Our findings show that around the age of 9-10, most children have reached an adult level of advertisi…
Reconsidering Advertising Literacy as a Defense Against Advertising Effects
It is widely assumed that advertising literacy makes children less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this view. In this article, we explain why advertising literacy as it is currently defined (i.e., conceptual knowledge of advertising) is not effective in reducing children's advertising susceptibility. Specifically, based on recent insights on children's advertising processing…
Think-Aloud Process Superior to Thought-Listing in Increasing Children's Critical Processing of Advertising
This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes: think-aloud and thought-listing. The model was tested on a sample of 8- to 12-year-old children (N = …
The Impact of Prosocial Television News on Children’s Prosocial Behavior
The aim of this experimental study was to examine whether prosocial behavior in television news affects children’s prosocial intentions and behaviors. In this study, 372 Dutch children (9–13 years old) participated. Children in the experimental condition were exposed to prosocial news showing children organizing a fundraising action for UNICEF. In the control condition, children were exposed to news about UNICEF in which no prosocial behavior was…
Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats
Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded f…
This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents
As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents' persuasion knowledge (i.e., recognition of brand placement as being advertising, understan…
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
Despite the popularity of the Persuasion Knowledge Model, and its persistent relevance given the omnipresence of sponsored content (e.g. brand placement in TV programmes and video games, or paid product reviews in blogs), the way scholars measure persuasion knowledge varies widely. This study aims to develop valid and reliable scales for standardized measurement of consumers' persuasion knowledge of sponsored content. In three phases, we develope…
Cross-national differences in consumer socialization, development, and behavior
With many studies on children and advertising presenting universal models of how children are socialized, develop and behave as consumers, this study tested whether such assumptions are appropriate by looking at differences between children and families in two of the countries where research on children and advertising is among the most robust – the Netherlands and United States. A total of 954 mothers of children between the ages of 5–12 from th…
A Cross-National Study Examining the Role of Executive Function and Emotion Regulation in the Relationship between Children’s Television Exposure and Consumer Behavior
Investigating the unintended effects of television advertising among children in former-Soviet Bulgaria
Extensive research has been carried out to examine the unintended effects of television advertising on children in Western Europe. Little, however, is known about effects in Eastern European settings. Eastern European countries were part of the former USSR and its Soviet regime, meaning that all forms of commercial advertising were prohibited. Current parents and educators experienced the shift to capitalism first-hand and are particularly critic…
Development and testing of the advertising literacy activation task
Contains fulltext : 222400.pdf (Publisher’s version ) (Open Access)
Behind the policy frontline in the Netherlands during the Corona crisis
From the onset of the Corona crisis, a specific policy challenge was identified in the Netherlands: How to motivate young people to adhere to the behavioral measures, such as physical distancing? Young people have an important role to play in stopping the virus from spreading, but they may be more difficult to reach and less motivated and able to adhere to the guidelines than adults. Mid-March, Moniek Buijzen was invited to consult the behavioral…
Inhibitory control moderates the relation between advertising literacy activation and advertising susceptibility
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 withi…
Children’s vulnerability to advertising
Children’s vulnerability to advertising has been the subject of social and political debate for many years. In comparison with adults, children (up to 12 years old) are thought to be more vulnerable when confronted with advertising and, consequently, more sensitive to its impact. The rationale behind this common assumption is that advertising literacy has not fully developed in children, and that they are therefore less capable of recognizing the…
Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos
Answering the strong need for insights into how minors can effectively be informed about advertising (e.g., influencer marketing) in online content, we ran an online experiment ( N = 623 minors between 8 and 18 years old) testing the effects of two pictograms that were designed in co-creation with minors and the potential of an awareness campaign to boost the pictogram’s effectiveness. Our findings provide three important insights that have impli…
Parents’ perceptions of parental consent procedures for social science research in the school context
Typically, parents or other legal guardians are asked for an active declaration that the participation of their child in scientific research is informed and voluntary. However, asking for active parental consent leads to lower quality studies and passive parental consent might be preferable. In this study, we used an online survey in which parents ( N = 156) watched video vignettes of multiple types of research in the classroom and asked them to …
Mediated risks through rose-tinted glasses? Exploring barriers and boosters to critical deconstructions of mediated risk behavior by Dutch adolescents
Given the potential for media portrayals to affect adolescents’ cognitions regarding risk behaviors and the importance of message interpretation processes, this study investigates how adolescents give meaning to media portrayals of risk behavior (e.g., alcohol, smoking, drugs, sex, and reckless behavior) and which factors play a role within this process through 7 focus groups followed by 50 individual interviews with adolescents. Findings indicat…
Risk on Demand? A Quantitative Content Analysis of the Portrayal of Risky Health Behaviors in Popular on Demand Content
Video on Demand (VOD) has become the most popular way for adolescent viewers to consume entertainment media, often without parental supervision. Given the potential for modeling, this study aims to investigate the prevalence and nature with which risky health behaviors are portrayed in popular VOD programs. A quantitative content analysis of trending programs (N = 529) from popular VOD-platforms investigated the prevalence, co-occurrence, tone, s…
The development and testing of a pictogram signaling advertising in online videos
Although influencer marketing has become an important advertising strategy, it has one major challenge: its lack of transparency. Young people often struggle to distinguish commercial from non-commercial content, making them particularly susceptible to influencer marketing. In response to the Dutch Media Act, we aim to develop and test a Kijkwijzer pictogram that that clearly signals advertising (i.e. influencer marketing) in online videos to min…
Surveillance and self-care
Beauty labor, practices that are aimed at attaining, optimizing or shaping physical appearances, has been a part of ‘doing girl’ for decades. But new technologies and neoliberal sensibilities are changing the ways in which beauty is presented to girls and women. This qualitative research examines the discourse of 22 YouTube beauty videos. Using a multimodal critical discourse analysis, this project concerns the mechanisms through which influencer…
Let’s get critical! The effects of facilitated peer discussions on Dutch adolescents’ perceptions of risk behavior in entertainment media and real life
Research suggests that critical peer discussions about media portrayals of risk behavior can contribute to adolescents having more critical interpretations of these portrayals, as well as lower perceived social norms regarding real-life risk behavior. However, critical peer discussions rarely occur spontaneously. Therefore, this study investigates how facilitated peer discussions contribute to adolescents’ (n = 237, 50.2% girls, mean age = 15.43)…
Longitudinal relations between exposure to YouTube influencer videos and Dutch teenagers’ materialism and advertised product desire
Contains fulltext : 328862.pdf (Publisher’s version ) (Open Access)
Preadolescents and Their Online World
To thrive in today’s digital media society, preadolescents (8–12-year-olds) should adaptively navigate online opportunities and challenges. Supporting them in this requires a clear understanding of how they experience their online world. Therefore, this study examined preadolescents’ online activities and their perceptions of online opportunities and challenges using qualitative methods. In a participatory project, 129 preadolescents explored the…
Psychology (19 works) · Advertising (14 works) · Business (12 works) · Media Influence and Health (12 works) · Consumer Behavior in Brand Consumption and Identification (11 works) · Social Psychology (11 works) · Child Development and Digital Technology (9 works) · Computer Science (7 works) · Developmental psychology (7 works) · Literacy (7 works)