Author, as appears in the article.: Pàmies, Maria del Mar; Ryan, Gerard; Valverde, Mireia
Department: Gestió d'Empreses Gestió d'Empreses
URV's Author/s: Pàmies Pallisé, Maria del Mar / Ryan, Gerard Anthony / Valverde Aparicio, Mireia
Keywords: Effectiveness of consumer interventions Dealing with advertising Consumer education Children as consumers Attitudes towards advertising Advertising literacy
Abstract: In today's society, children are surrounded by advertising. Within this context, this paper presents a set of activities designed to make children aware of various marketing tactics, mainly related to advertising, so that they become empowered to make informed consumer choices. The design of the intervention and the evaluation of its effectiveness make a number of contributions to current research. Firstly, teachers carried out the activities, a role traditionally assigned to parents or researchers in previous literature. Secondly, we broaden the scope of indicators measuring the effectiveness of the activities by including the evaluation of changes not only in advertising literacy, but also in attitudes towards advertising and in children's behaviours. Results show the effectiveness of the intervention in preparing children to better deal with advertising. Suggestions for further research and the design of this type of interventions are presented.
Thematic Areas: Sociología Public health, environmental and occupational health Nutrição Medicina ii Marketing Economics and econometrics Ciencias sociales Ciência de alimentos Business Applied psychology Administração, ciências contábeis e turismo Administração pública e de empresas, ciências contábeis e turismo
licence for use: https://creativecommons.org/licenses/by/3.0/es/
ISSN: 14706423
Author's mail: gerard.ryan@urv.cat mar.pamies@urv.cat mireia.valverde@urv.cat
Author identifier: 0000-0002-5008-9862 0000-0003-2648-7673 0000-0002-0174-3207
Record's date: 2024-09-07
Papper version: info:eu-repo/semantics/publishedVersion
Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
Papper original source: International Journal Of Consumer Studies. 40 (5): 601-609
APA: Pàmies, Maria del Mar; Ryan, Gerard; Valverde, Mireia (2016). How intervention can empower children as consumers in dealing with advertising. International Journal Of Consumer Studies, 40(5), 601-609. DOI: 10.1111/ijcs.12305
Entity: Universitat Rovira i Virgili
Journal publication year: 2016
Publication Type: Journal Publications
Repositori URV