harrison-whoisresponsible-2007.pdf (257.03 kB)
Who is responsible for the protection of children? Implicit and explicit interpretations of marketing messages
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.
History
Event
Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)Pagination
2437 - 2437Publisher
University of Otago, School of Business, Dept. of MarketingLocation
University of Otago, Dunedin, New ZealandPlace of publication
Dunedin, N.Z.Start date
2007-12-03End date
2007-12-05Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2007, ANZMACEditor/Contributor(s)
M Thyne, K Deans, J GnothTitle of proceedings
ANZMAC 2007 : 3Rs, reputation responsibility relevanceUsage metrics
Categories
No categories selectedKeywords
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC