Developing discerning consumers

An intervention to increase skepticism toward advertisements in 4- to 5-year-olds in the US

Bibliographic Data

ID21190812
AuthorsSusie L Stanley (Concordia University), Chris A Lawson (University of Wisconsin–Milwaukee), Chris Lawson (0000-0002-0957-2836, University of Wisconsin–Milwaukee, corresponding author)
Year2018
Volume12
Issue2
Pages211-225
Publication date2018-04-03
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Children and Media (JOURNAL)
Journal identifiersISSN: 1748-2798 • E-ISSN: 1748-2801
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/17482798.2017.1418757
OpenAlexW2777820851
LanguageEN
Citations received4
References cited34

This study examined whether an instructional intervention could increase skepticism toward advertisements in a sample of 4- to 5-year-olds (N = 44, Mage = 4.46) from the US. Children in an intervention group observed toy commercials and had the opportunity to play with the advertised toy while they were told about advertisers’ motives and the tactics they use to persuade consumers to want products. In a control condition, children were shown these same commercials and allowed to play with the advertised toy but were not instructed about the persuasive tactics used by advertisers. The intervention led to significantly higher rates of skepticism toward commercials more than a week after the training. These results have practical implications concerning ongoing debates about the efficacy of early media literacy interventions and theoretical implications regarding the mechanisms that underlie the development of skepticism

Advertising · Business · Literacy · Media literacy · Pedagogy · Psychological intervention · Skepticism · Child Development and Digital Technology · Literacy, Media, and Education · Media Influence and Health · Psychology · Social Psychology

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