Comparing measures of persuasion knowledge adapted for young children

Young children under 8 years old are viewed as especially vulnerable to marketing communications because they do not have sufficient knowledge about the purpose of persuasive advertising messages, also known as children's persuasion knowledge (CPK). However, a review of 25 studies that have tested CPK effects, on primarily older children, finds inconsistent or no support for CPK. The lack of support depends on the effect studied, and a measurement challenge because of young children's limited capabilities in reading and responding to questions from interviewers. Thirteen measures of CPK have been tested but not compared for CPK effects. These measures were simplified to nonverbal options for young children and tested on a sample of 4‐ to 7‐year‐old North East Chinese children (n = 233). These measures were each tested in relation to the children's age (positive), their skepticism toward advertising (positive), their disbelief of false claims in a TV commercial (TVC) (positive) and their affect toward the TVC (negative). Only two measures of CPK show any expected associated responses with “knowing the source” of advertisements the best measure. Perceived marketer intentions had no expected associations, nor did the age of the child. The implications of these findings are discussed in terms of theory, measurement, and applications for marketers and public policy.     

DDB Greater China Group

在2010年中,你们得到了哪些收获,做成了哪些值得您记忆和书写的事情？     

Representations of Development in 19th and 20th Century indonesia: A Transport History Perspective

Contemporary debate in Indonesia over ‘people's economy’ and ‘globalisation’ recalls the vigorous 1950s debate over ‘dualism’. Taking as a case study the rise and eclipse of railways, this paper argues that the colonial phenomenon of dualism can with hindsight be reinterpreted as a phase in a previous cycle of globalisation. However, economic history has overlooked the remarkable vitality of the small-scale transport sector. Focus on the small-scale sector highlights the inadequacies of familiar paradigms and suggests the need to reconceptualise long-term socioeconomic change. This analysis has important implications for responses to the current wave of globalisation and how they may be manifest in a more democratic post-Soeharto Indonesia.     

Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry

This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief overview of some important research areas and discusses the open questions in each area. Issues of data type and availability are also discussed. This paper is based on a session (with the same title and participants) that was part of the Sixth Invitational Choice Symposium hosted by the University of Colorado and held at Estes Park, Colorado during June 4–8, 2004.