Development and Persuasion Understanding: Predicting Knowledge of Persuasion/Selling Intent From Children's Theory of Mind

Matthew A. Lapierre

doi:10.1111/jcom.12155

Development and Persuasion Understanding: Predicting Knowledge of Persuasion/Selling Intent From Children's Theory of Mind

Matthew A. Lapierre

Research output: Contribution to journal › Article › peer-review

43 Scopus citations

Abstract

Determining the approximate age that children are able to understand the purpose of advertising messages has been a concern of children and media researchers for over 40 years. However, other theorists have suggested that age is not the necessary determinant of persuasion understanding but that cognitive development is (via theory of mind). In addition, Kunkel (2010) has suggested that advertising knowledge represents a number of competencies. Working with elementary school children, this study tested whether children's theory of mind (ToM) capabilities predicted advertising knowledge. Results indicate that children's understanding of selling intent is significantly linked to ToM development beyond the influence of age and linguistic competence and that children showed stronger knowledge of selling intent than knowledge of persuasive intent.

Original language	English (US)
Pages (from-to)	423-442
Number of pages	20
Journal	Journal of Communication
Volume	65
Issue number	3
DOIs	https://doi.org/10.1111/jcom.12155
State	Published - Jun 1 2015
Externally published	Yes

Keywords

Advertising
Children and Media
Cognitive Development
Persuasion Knowledge
Social Cognition

ASJC Scopus subject areas

Communication
Language and Linguistics
Linguistics and Language

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10.1111/jcom.12155

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title = "Development and Persuasion Understanding: Predicting Knowledge of Persuasion/Selling Intent From Children's Theory of Mind",

abstract = "Determining the approximate age that children are able to understand the purpose of advertising messages has been a concern of children and media researchers for over 40 years. However, other theorists have suggested that age is not the necessary determinant of persuasion understanding but that cognitive development is (via theory of mind). In addition, Kunkel (2010) has suggested that advertising knowledge represents a number of competencies. Working with elementary school children, this study tested whether children's theory of mind (ToM) capabilities predicted advertising knowledge. Results indicate that children's understanding of selling intent is significantly linked to ToM development beyond the influence of age and linguistic competence and that children showed stronger knowledge of selling intent than knowledge of persuasive intent.",

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N2 - Determining the approximate age that children are able to understand the purpose of advertising messages has been a concern of children and media researchers for over 40 years. However, other theorists have suggested that age is not the necessary determinant of persuasion understanding but that cognitive development is (via theory of mind). In addition, Kunkel (2010) has suggested that advertising knowledge represents a number of competencies. Working with elementary school children, this study tested whether children's theory of mind (ToM) capabilities predicted advertising knowledge. Results indicate that children's understanding of selling intent is significantly linked to ToM development beyond the influence of age and linguistic competence and that children showed stronger knowledge of selling intent than knowledge of persuasive intent.

AB - Determining the approximate age that children are able to understand the purpose of advertising messages has been a concern of children and media researchers for over 40 years. However, other theorists have suggested that age is not the necessary determinant of persuasion understanding but that cognitive development is (via theory of mind). In addition, Kunkel (2010) has suggested that advertising knowledge represents a number of competencies. Working with elementary school children, this study tested whether children's theory of mind (ToM) capabilities predicted advertising knowledge. Results indicate that children's understanding of selling intent is significantly linked to ToM development beyond the influence of age and linguistic competence and that children showed stronger knowledge of selling intent than knowledge of persuasive intent.

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KW - Social Cognition

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Development and Persuasion Understanding: Predicting Knowledge of Persuasion/Selling Intent From Children's Theory of Mind

Abstract

Keywords

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