Suzanna J. Opree

Children’s Advertising Exposure, Advertised Product Desire, and Materialism: : A Longitudinal Study

Previous studies have suggested that advertising exposure affects materialism among youth. However, this causal effect has not been investigated among children in middle childhood, who are in the midst of consumer development. Furthermore, the mechanism underlying this relation has not been studied. To fill these lacunae, this study focused on the longitudinal relation between children’s television advertising exposure and materialism. We investigated advertised product desire as a mediating variable. A sample of 466 Dutch children (ages 8-11) was surveyed twice within a 12-month interval. The results show that advertising exposure had a positive longitudinal effect on materialism. This effect was fully mediated by children’s increased desire for advertised products.

Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy

The aim of this study was to develop and validate a survey measurement instrument for childrens advertising literacy. Based on the multidimensional conceptualization of advertising literacy by Rozendaal, Lapierre, Van Reijmersdal, and Buijzen (2011), 39 items were created to measure two dimensions of advertising literacy (i.e., conceptual and attitudinal advertising literacy) and their 9 underlying components (i.e., recognition of advertising, understanding selling intent, recognition of advertisings source, perception of intended audience, understanding persuasive intent, understanding persuasive tactics, understanding advertisings bias, skepticism toward advertising, and disliking of advertising). The survey was administered to 1,026 8- to 12-year-olds in the first wave and 519 in the second wave. Structural equation modeling revealed that the Advertising Literacy Scale for children consists of two separate and unrelated subscales: the Conceptual Advertising Literacy Scale (CALS-c) and the Attitudinal Advertising Literacy Scale for children (AALS-c). Both scales performed well in terms of test–retest reliability and construct validity. In addition to the full-length scale, shortened versions were created. Specific directions for future advertising literacy research are discussed as well.

Lower Life Satisfaction Related to Materialism in Children Frequently Exposed to Advertising

OBJECTIVE: Research among adults suggests that materialism and life satisfaction negatively influence each other, causing a downward spiral. So far, cross-sectional research among children has indicated that materialistic children are less happy, but causality remains uncertain. This study adds to the literature by investigating the longitudinal relation between materialism and life satisfaction. We also investigated whether their relation depended on children’s level of exposure to advertising. METHODS: A sample of 466 children (aged 8–11; 55% girls) participated in a 2-wave online survey with a 1-year interval. We asked children questions about material possessions, life satisfaction, and advertising. We used structural equation modeling to study the relationship between these variables. RESULTS: For the children in our sample, no effect of materialism on life satisfaction was observed. However, life satisfaction did have a negative effect on materialism. Exposure to advertising facilitated this effect: We only found an effect of life satisfaction on materialism for children who were frequently exposed to advertising. CONCLUSIONS: Among 8- to 11-year-old children, life satisfaction leads to decreased materialism and not the other way around. However, this effect only holds for children who are frequently exposed to television advertising. It is plausible that the material values portrayed in advertising teach children that material possessions are a way to cope with decreased life satisfaction. It is important to reduce this effect, because findings among adults suggest that materialistic children may become less happy later in life. Various intervention strategies are discussed.

Effects of Disclosing Sponsored Content in Blogs How the Use of Resistance Strategies Mediates Effects on Persuasion

This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers.

Exploring causal effects of combining work and intergenerational support on depressive symptoms among middle-aged women

ABSTRACT In debates about ageing western societies it is often assumed that many middle-aged women struggle to combine paid employment and intergenerational support, and that the subsequent stress leads them to experience an increase in depressive symptoms. Cross-sectional studies have supported this notion, but the question remains whether combining work and intergenerational support actually causes an increase in depressive symptoms. In order to fill a gap in the literature, this study examines the proportion of middle-aged women combining paid work and support to an adult child and/or parent, and the extent to which combining these roles affects womens depressive symptoms over time. For this purpose, we make use of the Survey of Health, Ageing, and Retirement in Europe (SHARE) data set which includes longitudinal data collected on European women aged 50+. Descriptive analyses indicated that 14 per cent of middle-aged women combine the roles of employee, support provider to an adult child, and/or support provider to a parent. Results from semi-dynamic and full-dynamic regression analyses indicate that combining roles can take away some, of the positive mental health effects of fulfilling a role. These findings support the role combination stress hypothesis.

All that glitters is not gold: do materialistic cues in advertising yield resistance?

Purpose n n n n nThis study aims to investigate emerging adults’ emotional responses to a commercial with materialistic cues, and the commercial’s perceived and actual effect on materialism – taking the role of pre-existing attitudes toward advertising into account. n n n n nDesign/methodology/approach n n n n nThe paper used a mixed-method design to gauge emotions evoked by materialistic cues both qualitatively and quantitatively. Emotions were assessed using both open-ended and close-ended questions. Perceived effectiveness was also measured using close-ended questions. To establish the commercial’s actual effect, an online experiment was conducted. In total, 179 individuals between the ages of 18 and 25 years participated. n n n n nFindings n n n n nEmerging adults’ pre-existing attitudes toward advertising predicted their emotional responses toward a commercial with materialistic cues (i.e. influencing whether they are negative, neutral or positive) as well as the perceived effectiveness of materialistic cues in advertising. A one-time exposure to a commercial with materialistic cues does not increase materialism. n n n n nPractical implications n n n n nEmerging adults who dislike advertising, tend to also dislike advertising with materialistic cues and perceive it as less effective. However, young consumers with an interest in advertising do appreciate the use of materialistic cues and perceive them as being effective. Although no actual effect was found, this could be a reason for advertisers to use materialistic cues. n n n n nOriginality/value n n n n nThis paper is the first to investigate consumers’ emotions toward materialistic cues, and to study their perceived and actual effect. Moreover, it is the first to examine the link between advertising exposure and materialism among emerging adults.

Generation Me in the Spotlight: Linking Reality TV to Materialism, Entitlement, and Narcissism

Today’s youth, the Generation Me, is deemed materialistic, entitled, and narcissistic. Individuality has become an important value in child-rearing and is cultivated in the media—especially within the reality TV genre. The aim of this study was to investigate whether adolescents’ and emerging adults’ preference for MTV reality shows fosters materialism, entitlement, and narcissism. To this end, an online questionnaire on television use, possessions, and happiness was administered to a sample of 527 15- to 21-year-olds. Our findings indicate that the more reality TV adolescents view, the more materialistic, entitled, and narcissistic they are. No such patterns were found for emerging adults. We presume adolescents’ idolization of reality TV celebrities may cause them to mimic their behaviors. Future research should indicate whether teaching adolescents about the scripts in reality TV decreases worship of reality TV celebrities and, subsequently, reality TV’s effect on adolescents’ beliefs and values.

The Advertising Literacy of Primary School Aged Children

Cohort studies have revealed that today’s children are watching more television than ever before (Rideout, Foehr, & Roberts, 2010). An average child will spend two hours per day in front of the television screen (SKO, 2012). Most of this time is spend watching shows on commercial channels like Disney XD and Nickelodeon (Sikkema, 2012). The amount of advertising on commercial channels like these is restricted by law, but may still take up to 20% of the broadcasting time (Europe.eu).

Media generations and their advertising attitudes and avoidance: a six-country comparison

This cross-national survey (N = 5784) examined generational differences in media use, advertising attitudes and avoidance for five media (websites, social media, mobile phones, television, newspapers) in six countries (Germany, Spain, United Kingdom, United States, France, and the Netherlands). The results showed that the net generation and the newspaper generation, but not the TV generation, were clearly distinct in the frequency of their media use in all six countries. For advertising attitudes, generational patterns were visible, however, neither for all media nor in all countries. When generational differences did occur, the net generation was on the positive end, whereas the newspaper generation was usually the most negative. For advertising avoidance, generational patterns were less present and consistent. The findings point out interesting directions for future research. Practical implications for advertisers and media planners are discussed.

The impact of advertising on children’s psychological wellbeing and life satisfaction

Purpose n n n n nIt is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between advertising exposure and life satisfaction (Aim 1), as well as the mediating roles of psychological wellbeing (Aim 2) and its underlying dimensions (Aim 3). n n n n nDesign/methodology/approach n n n n nThree-wave panel data were collected among 1,133 8-12-year-olds. Psychological wellbeing was measured overall and per dimension (i.e. environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positive relationships with others). n n n n nFindings n n n n nThe authors found a nonsignificant total effect of advertising exposure at Wave 1 on life satisfaction at Wave 3: The negative direct effect was annulled by the positive indirect effect via overall psychological wellbeing at Wave 2. Detailed analysis revealed that personal growth and autonomy functioned as positive mediators, and purpose in life as a negative mediator in the relation between advertising exposure and life satisfaction. n n n n nSocial implications n n n n nThis research informs the ethical debate surrounding child-directed advertising, showing it might stimulate children’s sense of control over their environment, openness to new experiences, direction in life and sense of self-agency. n n n n nOriginality/value n n n n nThis study is the first to examine advertising’s effect on life satisfaction and psychological wellbeing simultaneously. The study used a large sample and a longitudinal panel design, allowing conclusions about the specific effects of advertising exposure.