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Through the Eye of a Child

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  • Mohamed M. Mostafa

    (Mohamed M. Mostafa, Auburn University, College of Business, 415 West Magnolia Avenue, Auburn, AL 36849, USA. E-mail: mmm0010@auburn.edu)

Abstract

Meta-analysis is a statistical technique that allows one to combine the results from multiple studies to glean inferences on the overall importance of a certain phenomenon. This study employs a substantive meta-analysis approach to quantitatively summarize the results of empirical studies of the direct impact of age on children's understanding of advertising intent. When all the available estimates are combined and averaged, there seems to be a genuine and positive effect of age on children's understanding of advertising (average effect size = 0.367, aggregate N = 9307). The findings of this study significantly refine the body of knowledge concerning the impact of age on children's understanding of advertising intent, and thereby offer an improved conceptual framework for marketers and policy makers.

Suggested Citation

  • Mohamed M. Mostafa, 2008. "Through the Eye of a Child," Global Business Review, International Management Institute, vol. 9(2), pages 243-255, August.
    • Handle: RePEc:sae:globus:v:9:y:2008:i:2:p:243-255
    DOI: 10.1177/097215090800900205
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    References listed on IDEAS

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    1. Boush, David M & Friestad, Marian & Rose, Gregory M, 1994. "Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 165-175, June.
    2. Robertson, Thomas S & Rossiter, John R, 1974. "Children and Commercial Persuasion: An Attribution Theory Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(1), pages 13-20, June.
    3. Anne Davis & Hannah Rothstein, 2006. "The Effects of the Perceived Behavioral Integrity of Managers on Employee Attitudes: A Meta-analysis," Journal of Business Ethics, Springer, vol. 67(4), pages 407-419, September.
    4. Fern, Edward F & Monroe, Kent B, 1996. "Effect-Size Estimates: Issues and Problems in Interpretation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(2), pages 89-105, September.
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