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- W161484373 abstract "Consumer socialisation is the process of learning to behave appropriately and functionally in consumer contexts (i.e., understanding advertising, planning a shopping trip, choosing products, paying, etc). From an early age, children are the specific audience of targeted advertising campaigns. The aim of this study is to determine whether theory of mind is a prerequisite to children´s understanding of advertising intent. It is hypothesised that children who do not understand the desires and intentions of others (i.e., those who lack a theory of mind) would not be equipped to understand the purpose of advertising and the intentions of marketers. From a large sample of preschool children (aged 3 to 5 years), preliminary results supported this hypothesis; pre-theory of mind children were significantly less likely to correctly identify advertising intent than children with a theory of mind. It was concluded that theory of mind is an important prerequisite to one of the primary steps in the consumer socialisation process. Prior to the development of a theory of mind, children lack the capacity to understand advertising intent. These findings provide scientific evidence to support the argument that child consumers constitute a vulnerable market segment. The findings demonstrate how research in developmental psychology can contribute to the protection of children in applied contexts. Public policy implications are discussed." @default.
- W161484373 created "2016-06-24" @default.
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- W161484373 date "2008-01-01" @default.
- W161484373 modified "2023-09-27" @default.
- W161484373 title "Consumer psychology: Theory of mind as a predictor of children's understanding of advertising intent" @default.
- W161484373 hasPublicationYear "2008" @default.
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