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Who is responsible for the protection of children? Implicit and explicit interpretations of marketing messages

Fine, Cordelia and Harrison, Paul 2007, Who is responsible for the protection of children? Implicit and explicit interpretations of marketing messages, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z., pp. 2437-2437.

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Title Who is responsible for the protection of children? Implicit and explicit interpretations of marketing messages
Author(s) Fine, Cordelia
Harrison, Paul
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 December 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 2437
End page 2437
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, N.Z.
Summary In this paper, we examine ethical issues related to advertising to children in light of evidence that people can hold ‘implicit’ as well as ‘explicit’ consumer attitudes. From a review of the important features of implicit versus explicit attitudes, we hypothesise three important features of implicit consumer attitudes in children. First, we suggest they are likely to be acquired automatically from, in part, exposure to marketing messages. Second, we predict that these attitudes will be resistant to change through reflection or reason by the child or other person. Third, we hypothesise that children’s implicit consumer attitudes will be powerful predictors of their consumer choices in many situations. We discuss the implications for the ethics of marketing to children, and propose a research framework to begin investigating this important issue.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9781877156280
9781877156299
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008022

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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