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@TimSmitsTim




Traces of deep processing in
young children’s reactions to
healthy and unhealthy food
endorsements

                      Tim Smits (KU Leuven)
              Heidi Vandebosch (UAntwerp)
             Acknowledgements to student researchers:
             Kim Deweirt – Carole Steger – Badia Idrioui
Kidsvertising: literacy



                          “
Historically dominant research topic in communication sciences:
    Advertising literacy
                               the skills of analyzing, evaluating, and creating
                               persuasive messages across a variety of contexts and media
                                                                                    YOUNG (2003)
Two developmental markers:
    1. Ability to distinguish ads from content
    2. Recognize the persuasive intent of ads




 Source: #google #ngram
                                                 CTC2012: Traces of DEEP processing in children
Kidsvertising: effects
Effects research typically in other disciplines (until more recently)
   Medicine
   Marketing and consumer research


Only scant attention to developmental markers
   A series of studies demonstrated that marketing persuasiveness exists
   among children, but little was known about age effects
   Effects seem to be possible among all age groups


So, are there age differences in the cognitive underpinnings
of these manifest effects?
   The same apparent effects can be due to different underlying
   mechanisms
   Focus of this paper: the persuasion process for 5-6 year olds?

                                          CTC2012: Traces of DEEP processing in children
“
Prior claims in literature: Young children = PERIPHERAL        PROCESSING

                 It can be hypothesized that less media-literate viewers (generally
                 younger children) are more interested in such superficial or
                 peripheral features of advertising as celebrity sources, jingles, and
                 colorful and entertaining images
                                                                 LIVINGSTONE & HELSPER (2006)




          “
   But interest in “superficial” message aspects does not preclude
   deep processing
                 more media-literate children (or older children and adults) are
                 more attentive to the creativity or informative nature of the
                 commercial or to the value of the product in their lives and are
                 thereby more influenced by the quality of the arguments and
                 claims
                                                                 LIVINGSTONE & HELSPER (2006)

   As if younger children are not able to think thoroughly…


Empirical research:
   Very limited (exception Te’eni-Harari et al., 2007)
   … despite calls for such studies (e.g. Buijzen, Van Reijmersdal
      & Owen, 2010)
                                                       Traces of DEEP processing in children
Central Hypothesis
Young children possess the capacity to process messages centrally,
though they might lack the capacity to counter-argue



Prior evidence:
Children (4-6 yo) presented with a character-endorsed carrot
display more positive attitudes towards that carrot if the endorser
is conceptually relevant.
                                            DE DROOG, VALKENBURG & BUIJZEN (2012)

So, children do elaborate on the “superficial” marketing technique
and go beyond the mere fun factor of endorsement

Why would this be important?

Multi-method examination of processing styles of food ads
featuring endorsers that promote healthy or unhealthy foods
                                                  Traces of DEEP processing in children
Q1: Can young children elaborate on the
relation between endorser and product
Focus groups: 14 children (50/50 boys & girls; 5 years old)

Semi-structured
Questions on different healthy foods, different known endorsers,
and the explicit relation between both + explanation of answers:
    What would character X eat?
    Given a certain fruit/vegetable, which character would best fit?
   Which one of characters X1 and X2 best fits a given food?


Results:
Conceptual as well as perceptual relevance spontaneously given as
a rationale for a match between character and food
   Pirate (Piet Piraat) – Exotic island – Banana
   Pink “superwoman” (Mega Mindy) – Most pink-like food – Strawberry


Conclusion: On a conscious level, deep processing of the endorser
is possible                                    Traces of DEEP processing in children
Q2: Can young children redirect their
attention from the endorser to the product



           “
<> Centration hypothesis
                   … under about 6 years of age, children obey the principle of
                   ‘‘centration,’’ reacting to a single prominent attribute of a product
                   (e.g., color or sound) to determine whether they like it or not
                   (Carruth et al., 2000; Valkenburg & Cantor, 2001)
                                                                   LIVINGSTONE & HELSPER (2006)
Experiment: 65 children, aged 6
Manipulation: Cookie picture presented with-without an endorser
Measurement: Cognitions about the presentation + Food attitude

Results:
Cognitions on both the endorser and the product
Endorser does not seem to jeopardize thinking about the product
Anecdote: Even divergent cognitions recorded about the cookies

Conclusion: Deep processing even to the extent that they show
some adult-like scrutiny                      Traces of DEEP processing in children
Q3: Do young children recognize a weak
argument (an incongruent endorser)?
Recent research clearly demonstrates the persuasiveness of endorsers
among 4-6 year olds.
   Ten papers, 12 studies, mostly published since 2010 (Smits et al., submitted)

   Some of these studies demonstrated differences: certain endorser-food
   combinations are more persuasive than others.
   e.g. De Droog et al. (2012): Most incongruent combination -> lowest attitudes

   None of these studies designed to demonstrate inverse persuasiveness.


Experiment: 74 children, aged 6, repeated measures design
Baseline measurement without endorser
Follow-up measurement with endorser
   Apple – Chocolate
   Bart Simpson - Sportacus
DV: Amount of each food they say they want to eat
                                                   Traces of DEEP processing in children
Results Study 3
  5


 4,5


  4                                    Apple Sportacus
                                      Appel Sportacus

 3,5
                                      Appel SimpsonSimpson
                                       Apple Bart
  3

                                      Chocolate
                                      Chocolade
 2,5
                                       Sportacus
                                      Sportacus
  2
                                       Chocolate
                                      Chocolade
 1,5
                                       Bart Simpson
                                      Simpson

  1


 0,5


  0

       Baseline
          basislijn   Withendorser
                       met endorser
Conclusion s
Young children can have the motivation and the ability to think
thoroughly, also concerning the commercial messages targeted at
them



For a part, they can neglect the visual/cognitive attraction of the
often used endorser, such that they could engage in deep
processing of the link between the endorser and the endorsed
product.



They are even able to think in a divergent (counter-arguing) way,
resulting in negative attitudes for inconsistent endorsements.

                 Thanks for your attention, remarks, and questions!
                                                 Traces of DEEP processing in children
@TimSmitsTim




Traces of deep processing in
young children’s reactions to
healthy and unhealthy food
endorsements

                      Tim Smits (KU Leuven)
              Heidi Vandebosch (UAntwerp)
             Acknowledgements to student researchers:
             Kim Deweirt – Carole Steger – Badia Idrioui
Contact
Tim Smits is an assistant
professor in persuasive and
marketing communication at KU
Leuven. He is a PhD in Social       Heidi Vandebosch is an associate
Psychology and MSc in Statistics.   professor at the University of
He teaches courses on persuasive    Antwerp. Her research focuses on
communication, marketing            youngsters, (new) media and
communication, advertising, and     health related problems (e.g.
research methodology.               obesity, cyberbullying). She teaches
                                    courses on media sociology and
                                    health communication.

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Young children's deep processing of endorsement marketing

  • 1. @TimSmitsTim Traces of deep processing in young children’s reactions to healthy and unhealthy food endorsements Tim Smits (KU Leuven) Heidi Vandebosch (UAntwerp) Acknowledgements to student researchers: Kim Deweirt – Carole Steger – Badia Idrioui
  • 2. Kidsvertising: literacy “ Historically dominant research topic in communication sciences: Advertising literacy the skills of analyzing, evaluating, and creating persuasive messages across a variety of contexts and media YOUNG (2003) Two developmental markers: 1. Ability to distinguish ads from content 2. Recognize the persuasive intent of ads Source: #google #ngram CTC2012: Traces of DEEP processing in children
  • 3. Kidsvertising: effects Effects research typically in other disciplines (until more recently) Medicine Marketing and consumer research Only scant attention to developmental markers A series of studies demonstrated that marketing persuasiveness exists among children, but little was known about age effects Effects seem to be possible among all age groups So, are there age differences in the cognitive underpinnings of these manifest effects? The same apparent effects can be due to different underlying mechanisms Focus of this paper: the persuasion process for 5-6 year olds? CTC2012: Traces of DEEP processing in children
  • 4. “ Prior claims in literature: Young children = PERIPHERAL PROCESSING It can be hypothesized that less media-literate viewers (generally younger children) are more interested in such superficial or peripheral features of advertising as celebrity sources, jingles, and colorful and entertaining images LIVINGSTONE & HELSPER (2006) “ But interest in “superficial” message aspects does not preclude deep processing more media-literate children (or older children and adults) are more attentive to the creativity or informative nature of the commercial or to the value of the product in their lives and are thereby more influenced by the quality of the arguments and claims LIVINGSTONE & HELSPER (2006) As if younger children are not able to think thoroughly… Empirical research: Very limited (exception Te’eni-Harari et al., 2007) … despite calls for such studies (e.g. Buijzen, Van Reijmersdal & Owen, 2010) Traces of DEEP processing in children
  • 5. Central Hypothesis Young children possess the capacity to process messages centrally, though they might lack the capacity to counter-argue Prior evidence: Children (4-6 yo) presented with a character-endorsed carrot display more positive attitudes towards that carrot if the endorser is conceptually relevant. DE DROOG, VALKENBURG & BUIJZEN (2012) So, children do elaborate on the “superficial” marketing technique and go beyond the mere fun factor of endorsement Why would this be important? Multi-method examination of processing styles of food ads featuring endorsers that promote healthy or unhealthy foods Traces of DEEP processing in children
  • 6. Q1: Can young children elaborate on the relation between endorser and product Focus groups: 14 children (50/50 boys & girls; 5 years old) Semi-structured Questions on different healthy foods, different known endorsers, and the explicit relation between both + explanation of answers:  What would character X eat?  Given a certain fruit/vegetable, which character would best fit? Which one of characters X1 and X2 best fits a given food? Results: Conceptual as well as perceptual relevance spontaneously given as a rationale for a match between character and food Pirate (Piet Piraat) – Exotic island – Banana Pink “superwoman” (Mega Mindy) – Most pink-like food – Strawberry Conclusion: On a conscious level, deep processing of the endorser is possible Traces of DEEP processing in children
  • 7. Q2: Can young children redirect their attention from the endorser to the product “ <> Centration hypothesis … under about 6 years of age, children obey the principle of ‘‘centration,’’ reacting to a single prominent attribute of a product (e.g., color or sound) to determine whether they like it or not (Carruth et al., 2000; Valkenburg & Cantor, 2001) LIVINGSTONE & HELSPER (2006) Experiment: 65 children, aged 6 Manipulation: Cookie picture presented with-without an endorser Measurement: Cognitions about the presentation + Food attitude Results: Cognitions on both the endorser and the product Endorser does not seem to jeopardize thinking about the product Anecdote: Even divergent cognitions recorded about the cookies Conclusion: Deep processing even to the extent that they show some adult-like scrutiny Traces of DEEP processing in children
  • 8. Q3: Do young children recognize a weak argument (an incongruent endorser)? Recent research clearly demonstrates the persuasiveness of endorsers among 4-6 year olds. Ten papers, 12 studies, mostly published since 2010 (Smits et al., submitted) Some of these studies demonstrated differences: certain endorser-food combinations are more persuasive than others. e.g. De Droog et al. (2012): Most incongruent combination -> lowest attitudes None of these studies designed to demonstrate inverse persuasiveness. Experiment: 74 children, aged 6, repeated measures design Baseline measurement without endorser Follow-up measurement with endorser Apple – Chocolate Bart Simpson - Sportacus DV: Amount of each food they say they want to eat Traces of DEEP processing in children
  • 9. Results Study 3 5 4,5 4 Apple Sportacus Appel Sportacus 3,5 Appel SimpsonSimpson Apple Bart 3 Chocolate Chocolade 2,5 Sportacus Sportacus 2 Chocolate Chocolade 1,5 Bart Simpson Simpson 1 0,5 0 Baseline basislijn Withendorser met endorser
  • 10. Conclusion s Young children can have the motivation and the ability to think thoroughly, also concerning the commercial messages targeted at them For a part, they can neglect the visual/cognitive attraction of the often used endorser, such that they could engage in deep processing of the link between the endorser and the endorsed product. They are even able to think in a divergent (counter-arguing) way, resulting in negative attitudes for inconsistent endorsements. Thanks for your attention, remarks, and questions! Traces of DEEP processing in children
  • 11. @TimSmitsTim Traces of deep processing in young children’s reactions to healthy and unhealthy food endorsements Tim Smits (KU Leuven) Heidi Vandebosch (UAntwerp) Acknowledgements to student researchers: Kim Deweirt – Carole Steger – Badia Idrioui
  • 12. Contact Tim Smits is an assistant professor in persuasive and marketing communication at KU Leuven. He is a PhD in Social Heidi Vandebosch is an associate Psychology and MSc in Statistics. professor at the University of He teaches courses on persuasive Antwerp. Her research focuses on communication, marketing youngsters, (new) media and communication, advertising, and health related problems (e.g. research methodology. obesity, cyberbullying). She teaches courses on media sociology and health communication.