acrossculturalperspectiveonchildrensunderstandingof.pptVIP

exeter A cross cultural perspective on children’s understanding of commercial communications Kara Chan, Hong Kong Baptist U James U. McNeal, Peking U Economic socialization conference July 11-12, 2003 Exeter, UK Why study Chinese children? 290 million Chinese children under 14 (population of UK: 59 million) One child policy since 1979 Children have great influence on family purchase decisions China has rapid economic growth: 8% per year Children in China is a huge market for global advertisers Advertising in China Modern advertising returned in 1979 Advertising development highly uneven: Beijing, Shanghai and Guangdong accounted for 50% of advertising expenditure in 2001 Children’s programme: About 8 hours per day, mainly in CCTV1 and CCTV7, few in regional channels television programme sponsorship was very common, even in weather forecast …Advertising in China Many illegal ads (e.g. 66824 in 2000, among which 39% were illegal outdoor ads and 30% were illegal print ads) Lack of specific regulation of advertising that targeted to children Article 8 of advertising law, “Ad may not be harmful to the physical and mental health of minors and disabled persons” A typical week of children’s program in May 2002 Theoretical model consumer socialization as the process by which consumers acquire the knowledge and skills necessary to operate as consumers (Ward, 1974) Socializing agents, a person or an organization that provides influence through frequent interaction with an individual, primacy over the individual or control over rewards and punishments given to the individual (Brim, 1966) parents, friends, TV as socializing agents Research objectives To examine the relative contribution of the cognitive developmental model and the social learning model with a focus on TV and parents as socializing agents in the predicting of children’s understanding of commercial communications Cognitive developmental model Age has positive impact on understanding Social learning model from