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The impact of children's affective reactions elicited by commercials on attitudes toward the advertisement and the brand

Author

Listed:
  • Christian Derbaix

    (LACC - Laboratoire d 'Analyse du Comportement du Consommateur - FUCAM - Facultés Universitaires Catholiques de Mons)

  • Joël Bree

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

This research investigates the impact of children's affective reactions elicited by TV ads on two essential indicators of advertising effectiveness: the attitude toward the ad (Aad) and post exposure brand attitude (Abp). Working with children as subjects, minimizing forced exposure and using a real program in which real commercials were embedded, were the authors' methodological choices. This offered a setting as naturalistic as possible to assess the impact of verbal as well as non-verbal affective reactions, the latter being measured through facial expressions. It was clearly found that the evaluative judgments of the ad elements of execution — but not of the ad arguments — are instrumental in shaping children's Aad and Abp. Verbal affective reactions, especially the positive ones, are important predictors of Aad and Abp. The link between Aad and Abp is significant both for known and unknown brands. The contribution of facial expressions is limited. Aad does not mediate the impact of affective reactions on Abp. Finally, limitations of this study are pinpointed and issues for further research are offered.

Suggested Citation

  • Christian Derbaix & Joël Bree, 1997. "The impact of children's affective reactions elicited by commercials on attitudes toward the advertisement and the brand," Post-Print hal-02048433, HAL.
    • Handle: RePEc:hal:journl:hal-02048433
    DOI: 10.1016/S0167-8116(97)00003-7
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    Citations

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    Cited by:

    1. Ebster, Claus & Wagner, Udo & Neumueller, Deniese, 2009. "Children's influences on in-store purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 145-154.
    2. Steckenreuter, A. & Wolf, I.D., 2013. "How to use persuasive communication to encourage visitors to pay park user fees," Tourism Management, Elsevier, vol. 37(C), pages 58-70.
    3. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    4. Derbaix, C. & Pecheux, C., 1999. "Mood and children: Proposition of a measurement scale," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 571-591, October.
    5. van Reijmersdal, Eva A. & Rozendaal, Esther & Buijzen, Moniek, 2012. "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 33-42.
    6. Valentina Nicolini & Fabio Cassia, 2022. "The influence of PSA's likeability on children’s intentions to eat healthy food," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 15-36, March.

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