درک کودکان چینی از ارتباطات تجاری: مقایسه رشد شناختی و مدل های یادگیری اجتماعی
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|76190||2006||21 صفحه PDF||سفارش دهید|
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Economic Psychology, Volume 27, Issue 1, February 2006, Pages 36–56
Parents and the media, especially television, have long been seen as important socializing agents that have impact on children’s consumer socialization. The objective of this study conducted in China was to test the relative contribution of the cognitive developmental model and the social learning model with a focus on television and parents as socializing agents. Using a sample of 1758 children ages 6–14 and their parents living in three Mainland Chinese cities with different levels of advertising development, we examined children’s understanding of television advertising by age utilizing a verbal method. Results of logistic regression analyses indicated that the cognitive developmental model made a greater contribution to predicting children’s understanding of commercial communications than the social learning model. Chinese parents were not important socializing agents and television played some role in children’s consumer socialization. Gender, household income and the media environment had impact on children’s understanding of commercial communications. Girls and children from families with high household income had a higher understanding. Children residing in cities with the presence of public service advertising had a lower understanding of commercial communications.