This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. We conducted four studies to examine how the symbolic and expressive attributes associated with commercial brands are structured, and determine the degree to which this structure varies across three cultures. Relying on a combined emic-etic approach, we identified indigenous constructs of `brand personality' (Aaker, 1997) in two non-Anglo cultures (Japan and Spain), and compared these dimensions to those previously found in the United States. The results of Studies 1 and 2 revealed a set of brand personality dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studies 3 and 4 extended this set of findings to Spain. Results from these studies also identified brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus non-shared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of the culturally-common and -specific brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.

Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs

It is widely assumed in academic and policy circles that younger children are more influenced by advertising than are older children. By reviewing empirical findings in relation to advertising and children’s food choice, it is argued that this assumption is unwarranted. The findings do not suggest that young children are more affected by advertising than are teenagers, even though the latter are more media literate. This article critically examines the theoretical gap in the literature regarding the relationship between advertising literacy and advertising effects. By applying a dual process model of cognitive persuasion, it is shown that the evidence is more consistent with the argument that different processes of persuasion are effective at different ages, precisely because literacy levels vary with age. Recommendations for future research on the effects of advertising on children, together with the implications for policies of regulating advertising to young children and of media literacy interventions, are identified.

/pdf/does-advertising-literacy-mediate-the-effects-of-advertising-17bb3r0ac2.pdf

Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two Linked Research Literatures in Relation to Obesity and Food Choice

An important issue for a firm wishing to invest in a product placement is deciding how its product or brand is going to be presented within the movie. Accordingly, the objective of this research study is to examine the impact of objective and subjective characteristics of product placements on consumer evaluations and memory. A sample of 103 movie goers viewed and reacted to 18 product placements taken from 11 different movies. After a one-week delay, they were contacted and asked to recall the products and brands they had seen. Based on the results, it appears that the effectiveness of product placement as a communication strategy must be gauged against the specific objectives of decision makers.

A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies

Marketing practices that promote calorie-dense, nutrient-poor foods directly to children and adolescents present significant public health risk. Worldwide, calls for government action and industry change to protect young people from the negative effects of food marketing have increased. Current proposals focus on restricting television advertising to children under 12 years old, but current psychological models suggest that much more is required. All forms of marketing pose considerable risk; adolescents are also highly vulnerable; and food marketing may produce far-reaching negative health outcomes. We propose a food marketing defense model that posits four necessary conditions to effectively counter harmful food marketing practices: awareness, understanding, ability and motivation to resist. A new generation of psychological research is needed to examine each of these processes, including the psychological mechanisms through which food marketing affects young people, to identify public policy that will effectively protect them from harmful influence.

/pdf/the-food-marketing-defense-model-integrating-psychological-2iybe7ovv7.pdf

The Food Marketing Defense Model: Integrating Psychological Research to Protect Youth and Inform Public Policy.

Although the prepurchase effects of advertising on children are well documented, little is known about advertising’s impact in conjunction with children's product usage experiences Two studies, one using experimentation and the other using depth interviews, were undertaken to examine this issue In addition to informational effects, special emphasis was placed on the role affective constructs play in shaping children’s impressions Experimental results indicated that both product trial and advertising have influences, but also that the interplay of these influences differs between older children (10–11‐year‐olds) and younger children (seven‐ to eight‐year‐olds) Depth interviews offered further insights into these age differences such that our overall understanding of how older and younger children relate to advertisements and product consumption has been advanced

https://www.jstor.org/stable/10.1086/314307

Children, Advertising, and Product Experiences: A Multimethod Inquiry

Les enfants, la consommation et le marketing

Los niños, el consumo y el marketing

Cet article se propose de dresser un apercu de vingt-cinq annees de recherches menees dans le domaine du marketing et des enfants, au travers des 6 rubriques suivantes: le developpement cognitif des enfants, leurs aptitudes a traiter l'information, les facteurs d'influence sur la socialisation, l'influence des enfants dans les achats des parents, les enfants et la publicite, les enfants et l'univers de la distribution. Aucun modele general de comportement de l'enfant-consommateur n'ayant jusqu'ici encore vu le jour (sans doute en raison du nombre considerable de fondements theoriques sur lesquels se sont appuyees l'ensemble des recherches effectuees), un recensement tel que celui-ci, aussi imparfait fut-il, apparaissait comme un prealable necessaire.Chaque fois que cela s'averait raisonnable, nous nous sommes efforce d'avoir l'approche la plus complete possible (ex.: travaux sur les strategies pour reduire les deficits naturels des enfants en matiere de traitement d'information), mais lorsque la chose s'a...

Les enfants et la consommation: Un tour d'horizon des recherches:

Le comportement du consommateur

Purpose – This paper aims to describe an ethnographic research study conducted within French families in order to examine the transfer of food learning between parents and children. Design/methodology/approach – An ethnographic study in the respondents' home was conducted. Semi-directive interviews with children and parents and observation were carried out in heterogeneous families. Findings – Results indicate that food meal time is a way of socializing family members in consumption skills related to food. Food learning took place in two ways: from parents to children and from children to parents. Through different socialization factors, children will discover new food products or food practices and will be able to bring them to the home. By sharing these new experiences, children teach (directly or indirectly) parents new consumption skills related to the food domain. The food environment (e.g: familial atmosphere, interactions around the meal), more than the act of eating itself allows for a better understanding of food transmission within the family. Research limitations/implications – These findings would be of benefit to public policy as well as to investors and food manufacturers by integrating the reverse socialization aspect. Limits and research perspectives are discussed after the presentation of the results. Originality/value – The paper investigates interactions between parents and children within their natural setting: their home

An ethnography of the transfer of food learning within the family

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