www.emeraldinsight.com/0263-4503.htm
Childrens
Television advertisements and buying
childrens buying behaviour behaviour
Pankaj Priya
Birla Institute of Management Technology, Greater Noida, India, and 151
Rajat Kanti Baisya and Seema Sharma
Indian Institute of Technology, New Delhi, India Received January 2009
Revised April 2009
Accepted May 2009
Abstract
Purpose Children differ in their cognitive ability while trying to interpret television advertisements
and hence form different attitudes towards them. The purpose of this paper is to analyse the impact of
childrens attitudes towards television advertisements on their resultant buying behaviour.
Design/methodology/approach The research has been based on exploratory and descriptive
research design. Exploratory research includes a literature review and in-depth interviews with child
psychologists, advertisers and parents of young children. This was further carried forward by
carrying out a survey of children in the age group five to 11 years, while they were in their class room.
The filling up of the questionnaires was aided by the class teacher, which had response options in a
pictorial manner.
Findings The demand for the advertised products is heavily influenced by the childrens attitude
towards advertisements. Further, the cognitive changes among the different age groups leads to the
formation of varying attitudes towards the advertisements. Yet there are other potent factors apart
from advertisements, which result in the requests for a product or brand.
Research limitations/implications The paper has been carried out among children studying in
English medium schools in the National Capital region of Delhi. Hence, the sample size is too small and
restricted. The interplay of the various buying dimensions on each other have not been probed.
Practical implications More focused approach is required by advertisers while planning their
advertisement campaign for different age groups of children, rather than considering them as one
homogenous group. Various elements of the advertisements have to be meticulously planned for
different age groups.
Originality/value At the lower age group it is the entertaining ability of the advertisements,
whereas at the higher age groups the credibilty element in the advertisements has the potential of
creating a favourable attitude towards the advertisements. There seems to be a complex relationship
between attitude formation towards advertisements and the resulting buying behaviour because of the
presence of other intervening variables. Characters from folklores can be depicted for creating
aspiration.
Keywords Children (age groups), Buying behaviour, Television commercials, Cognition, India
Paper type Research paper
I. Introduction
Advertisement is one of the effective tools of integrated marketing communication to
emotionally motivate consumers to buy the products. It also has strong linkage with
entertainment also and the proliferation of media has blurred the distinguishing lines
between advertisements and entertainment (Moore, 2004). Advertisements featuring Marketing Intelligence & Planning
Vol. 28 No. 2, 2010
products like snacks, toys, confectionaries, cookies and fast food are specifically pp. 151-169
q Emerald Group Publishing Limited
targeted at children, in order to motivate them to try new brands and buy more. 0263-4503
A strong correlation has been observed between children and television DOI 10.1108/02634501011029664
MIP advertisements, which are full of fascination and excitement (Blosser and Roberts,
28,2 1985; Halan, 2003).
However, marketers all over the world are still struggling to find ways and means to
evaluate the impact of their advertisements on children. Research establishes that
children start understanding the selling intent of the advertisement before they attain
the age of eight (Donohue et al., 1980; Wartella, 1982; Kline, 1995; Ward and Wackman,
152 1987). If a child makes his first brand and category choice in school canteen, when he is
hardly four or five (Mizerski, 2005), it definitely corroborates the previous findings. So,
it is imperative for marketers to develop insights into the childs comprehension
process, their understanding of the content and intent of the advertisements and
accordingly develop their advertising campaigns.
Hence, at the conceptual level, the key issue to be understood is the effect of attitude
towards the advertisements on the preference of children for a particular
product/brand. The attitude towards the advertisements accrues from the cognitive
and affective factors generated by the advertisements. While viewing the
advertisements, his unique background, experience, needs, personality and ability to
process information comes into play (Resnik et al., 1979). Panwar and Agnihotri (2005)
went further to prove this phenomenon in the Indian context by comparing children
having education in English and vernacular medium. Since the children across
different age groups are at different stages of cognitive development, and also differ in
their emotional responses to stimuli, it is imperative for the marketer to come up with
those advertisements whose execution and messages can evoke a favourable response
from the children in the different age groups. It is equally important to understand
the other antecedent factors that have an impact on the formation of his/her attitude
towards the preferred brands, as these also result in a favourable or unfavourable
purchase decision. If those factors can be depicted in the execution of
the advertisements, then the marketers can expect a positive response from the
children. Moreover, advertisements form a significant component of the promotional
efforts; hence, it will aid the marketer in fine-tuning his total marketing strategy to
optimize his returns. This study intends to study the differences in the comprehension
capability of children towards television advertisements, as they grow up. Study also
aims to find out how this comprehension affects their preferences for advertised
products. The rest of the study is organized as follows. Section II presents the review of
the literature for the study. Research methodology is described in Section III. The
findings of the study are enumerated in Section IV and finally a summing up is given
in Section V.
Dimensions Parameter
Attitude
Credibility P1
Entertainment P2
Buying behaviour
Identification with the child or situation in the advertisements P3
Primary reference group P4
Secondary (which includes school mates) P5
Table I. Aspiration group P6
Key independent Dissociate group P7
(attitude) and dependent Lifestyle P8
(buying behaviour) Celebrity endorsers P9
dimensions Changing preferences for products shown on TV with age groups P10
changes among children towards advertisements with age and its impact on their Childrens
buying behaviour. buying
The specific objectives of this study are stated below to:
.
develop a profile on perception towards TV advertisements and buying
behaviour
behaviour among different age groups of children;
.
study significant difference, if any, among three groups of children of the NCR on
their perception towards TV advertisements and their buying behaviour; 157
.
investigate the relationship between perception towards TV advertisements and
buying behaviour on the part of three groups of children; and
.
find out the impact of TV advertisements on the buying behaviour for the three
groups of children and conduct a comparative study.
Location
Group Age Delhi Ghaziabad Gurgaon Faridabad Total %
parental influence is equally high among the age group five to nine (Av for P8: 5.7 and 6.2),
whereas older children seem high on aspiration front (Av: 6.7 and 5.9). The credibility
aspect is equally important among all three age groups, who were intently involved in
viewing the advertisements.
The opinions of the various groups of children were further analysed for each of the
above-mentioned parameters affecting their perception towards the advertisements
and the resulting buying behaviour, by using ANOVA one way. Except for the impact
of credibility and the depiction of members from secondary groups in the
advertisements all other parameters were significant across different age groups.
For the parameters, which were found to be significant, a post-hoc Tuckeys HSD
was conducted. This test provides an in depth analysis of difference between the
means of each pair of group taken at a time. The following observations have been
depicted in Table IV.
Parameters like cause of entertainment, extent of identification with the child in the
advertisements, the way the children dissociate with a particular class of children, their
impression of the lifestyle they intend to live, the influence of their aspiration group
and their brand icons, differ significantly across all age groups, hinting at a fast pace of
cognitive maturity with age.
Correlation table for group 1 Correlation table for group 2 Correlation table for group 3
P1 P2 P1 P2 P1 P2
P3 0.39 (0.01) 0.24 (0.01) 0.41 (0.00) 0.49 (0.00) 0.00 (1.00) 0.38 (0.01)
P4 0.57 (0.00) 0.29 (0.02) 0.89 (0.00) 0.77 (0.00) 20.37 (0.00) 0.20 (0.04)
P5 20.15 (0.13) 20.17 (0.08) 2 0.83 (0.00) 2 0.80 (0.00) 0.02 (0.89) 0.37 (0.00)
P6 0.09 (0.36) 0.23 (0.02) 0.32 (0.01) 0.01 (0.92) 0.28 (0.03) 0.78 (0.00)
P7 0.25 (0.01) 0.19 (0.05) 0.38 (0.00) 0.35 (0.00) 20.13 (0.19) 0.44 (0.00)
P8 20.20 (0.03) 20.40 (0.00) 0.55 (0.00) 0.57 (0.00) 20.14 (0.14) 0.28 (0.04)
P9 0.52 (0.00) 0.50 (0.00) 0.47 (0.00) 0.72 (0.00) 20.33 (0.00) 0.52 (0.00)
Table V. P10 20.73 (0.00) 20.43 (0.00) 0.41 (0.00) 0.00 (1.00) 20.08 (0.42) 0.47 (0.00)
Pearson correlation table
for groups 1-3 Note: p-value is given in brackets
Hypotheses Result
V. Conclusions
The credibility aspect of the advertisement has an impact, though, not significantly,
across all age groups of children, on their buying behaviour. It is generally low, due to
low level of cognitive development among children as well as significant parental
influence among the lower age group. As far as the children in the age group seven and
above are concerned, the credibility element in the advertisement fails to impress them
if the advertisement depicts a likely situation, dissociate group, linking with their
aspiration or primary reference group or indicating their changing preference for new
MIP
Dependent Unstandardized Standardized
28,2 variable coefficients (b) SE coefficients (beta) t-value Significance
products/brands as they grow up. It is a pointer to the fact, that the childs
understanding of the world has increased considerably and other intervening factors
like the influence of peer pressure and his understanding of social status makes the
child view advertisements with suspicion. This reinforces the earlier findings of Moore
(2004) and it further clarifies on the view point of Panwar and Agnihotri (2005) and
Kapoor and Verma (2005) that, as the child grows up, parental influence is definitely
there, but it takes a back seat to peer pressure, in defining the childs response to the
advertisements. It is the entertaining ability of the advertisement, which impresses
children across all age groups, more so at the higher age groups.
Hence, it can be concluded that childrens buying behaviour is significantly
influenced by their attitude towards the advertisement per se, but there are other
potent factors like parental guidance and peer pressure, which are also responsible for
framing their attitude towards advertisements as well as their buying behaviour. Their
thought processes undergo drastic changes at very short intervals of time (especially
between six and eight years) so Advertisers will have to develop different game
plans for different age groups in order to ensure a positive attitude towards the
advertisement itself. The various elements of advertisements have to be meticulously
chosen in order to have the appropriate combination of credibility and entertainment.
The credibility aspect of the advertisements has to be really focused upon to make the
advertisements look believable and realistic. For the younger age group, the advertiser
Childrens
Dependent Unstandardized Standardized
variable coefficients (b) SE coefficients (beta) t-value Sig. buying
P3 Constant 5.59 0.58 9.65 0.00
behaviour
P1 0.12 0.07 0.22 1.68 0.10
P2 0.14 0.07 0.25 1.89 0.06
P4 Constant 21.09 1.15 20.95 0.37 163
P1 0.41 0.14 0.72 2.90 0.02
P2 ..13 0.15 0.22 0.89 0.40
P5 Constant 10.04 1.59 6.56 0.00
P1 20.36 0.19 2 0.54 21.90 0.10
P2 20.26 0.19 2 0.38 21.34 0.22
P6 Constant 8.75 0.58 15.21 0.00
P1 0.40 0.07 0.73 5.60 0.00
P2 20.30 0.07 2 0.54 24.15 0.00
P7 Constant 0.87 0.40 2.18 0.03
P1 9.93 102 2 0.05 0.28 2.21 0.05
P2 5.34 102 2 0.05 0.14 1.06 0.29
P8 Constant 4.38 0.19 23.65 0.00
PI 5.24 102 2 0.02 0.27 2.29 0.02
P2 7.25 102 2 0.02 0.37 3.09 0.03
P9 Constant 7.799 102 2 1.719 0.045 0.965
P1 20.10 0.21 2 0.19 20.48 0.65
P2 0.48 0.22 0.86 2.20 0.06
P10 Constant 5.89 0.51 11.62 0.00
P1 0.51 0.06 0.94 8.14 0.00
P2 20.40 0.06 2 0.71 26.15 0.00 Table VIII.
Regression results for
Note: b Predictor of the dependent variable group 2
should consider the fact that, the parents, who are also viewing the commercials, may
be giving their realistic viewpoint on the aired commercials, and given the childs
greater dependence on his parents for understanding the world, the advertisements
have to be more credible. Whereas, for the older age groups, the marketer should
communicate those story boards or visuals which are in tandem with similar
information the child is getting from other sources especially peers, rather than basing
them on sheer fantasy. As the entertaining capability of the advertisement is welcome
by all age groups, so advertisements should definitely be a source of entertainment by
incorporating elements like jingles, animation and humour. Communication is more
receptive, if it is presented in an entertaining manner.
Endorsements by brand icons definitely play a role in the childrens buying decision
process, but the extent of their role will depend on the way they are depicted. Their role
as an entertainer varies across different age groups. For younger age group, depiction
of brand icon may have a low impact, again because of parental interventions, whereas
for the age group seven to nine, depiction of brand icon makes no impact on the
formation of their attitude towards the advertisement, which can be an anomaly. This
can be attributed to the fast changing cognitive ability at this stage, as hinted earlier,
as well as the failure of celebrities to meet the childrens increased expectation of
entertainment from the advertisements. For children in the age group nine to 11, both
credibility and the entertaining capability of the advertisement will make a significant
MIP
Dependent Unstandardized Standardized coefficient
28,2 variable coefficients (b) SE (beta) t-value Sig.
impact on the brand endorsement by the brand icon, hence brand icons play a major
role for the older children hinting at their evolved cognitive faculty.
Aspiration personalitys depiction may not be based on his/her credibility as
depicted by the advertisements, so aspiration personality can be an imaginary figure in
the advertisements. It is in tune with the Indian social context, where children grow up
listening to bedtime stories from the elders in their home or watching popular folklore
in animation form. Hence, advertisers can portray imaginary figures from popular folk
tales or animation movies to create aspiration among children. This can be used as a
useful strategy for brand association. Advertisements depicting dissociation with a
particular group(s) can play a crucial role for social marketing campaign, but it will be
more effective for higher age groups, as the feeling of dissociation may develop strong
roots because of their cognitive development.
Anomalous behaviour is depicted, as far as developing strong preferences for
advertised products are concerned, suggesting that there are other potent factors
affecting the preferences of the children which have not been revealed in this study.
This is in line with the past findings of Brucks et al. (1988), who suggested, that
cognitive defence of children against television commercials varies because of many
environmental factors. Hence, strong preference for the advertised products can differ
among individuals in the same age group.
In brief, this paper concludes the following: Childrens
.
Advertisers should not consider children below 13 years as one homogenous buying
group while formulating their advertising strategy targeted for this age group. behaviour
Rather, each age group will have to be dealt with separately.
.
Credibility aspects, motivational or influencing value proposition and the
entertaining aspects of the advertisements need to be meticulously chosen for
each age group on order to create an integrated marketing communication
165
campaign.
.
Children in this age group are more influenced by the characters mentioned in
the folklores narrated to them by the elders in the family. Hence, these characters
should be incorporated in the storyline of the advertisements for creating
association with this audience.
Though this research has tried to probe the responses of children to television
advertisements across different age groups (five to 11), in order to establish the thesis
that childrens cognitive ability as well as their outlook towards the world change
significantly at a fast pace, yet, more in depth research is required to probe this
phenomena further. These findings, though, support the earlier claim of Gunter and
Furnham (1998) and Ghani and Zain (2004), regarding the existence of very complex
relationship between attitude towards advertisement and buying behaviour. The issue
of different age groups and the impact of each behavioural variable on others can be
some of the underlying factors. Hence studying each individual age and considering
one variable at a time as well as the impact of each behavioural variable on others
could be undertaken in future studies. This research has been carried out among
children of English medium schools and in metros, similar studies can be carried
among children studying in vernacular medium schools and residing in small towns
and cities of India.
Advertisers aiming to educate children should weigh the above-mentioned issues
while designing their advertisements, in order to ensure effectiveness of their
advertisements.
Note
1. Ward et al. (1977), explained about childs development, specifically about the cognitive
development of children in the age group seven to 11 years and suggested that children in
this age group became more evaluative and cynical of advertising message.
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Corresponding author
Pankaj Priya can be contacted at: profpankajpriya@gmail.com