Do Young Children Understand the Selling Intent of Commercials?

Abstract

An important question for marketers, educators, government regulators, and parents is whether young children understand the selling intent of television commercials. In a replication of an approach used by Donohue, Henke, and Donohue [6], preschoolers appeared competent in their understanding by selecting a photograph illustrating a purchase behavior. In an extension that included additional nonverbal measures, young children indicated little understanding, however, of the selling intent of commercials. Researchers interested in advertising effects on children are urged to consider the necessity and desirability of improved nonverbal measures in dealing with a subject population with limited language facility.

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