Doctoral Dissertations

Date of Award

8-1999

Degree Type

Dissertation

Degree Name

Doctor of Philosophy

Major

Business Administration

Major Professor

David W. Schumann

Committee Members

Pratibha A. Dabholkar, Sarah Gardial, Jan E. Allen

Abstract

This research examined the influence that an animated advertising spokescharacter has on preschool children’s product knowledge and preferences. The research tested the influence of spokes-character actions and vocalizations in a modified hierarchy of effects model by interviewing 158 two- to five-year-olds about televised experimental advertisements.

Results of this research show that in general, preschool aged children retain more information when exposed to commercials with spokes-character action, but few spokes-character voices. Preschoolers did not appear to follow a hierarchical pattern from product/character recognition to product choice. In addition, an advertising spokes-character was found to have high recognition and liking, but little influence on product preference or product choice.

The most interesting findings of this research pertain to differential responses by subgroups of preschoolers. Young boys were found to respond most favorably to commercials depicting the spokes-character acting on the product (e.g., eating the product). Young girls however, either showed no differences in response given the character’s action, or responded most favorably to random character action (e.g. jumping up and down). In addition, two-year-old children were found to retain more message content after viewing a commercial with directed character action. These findings demonstrate that more understanding is needed of the influence that spokescharacters have on young children’s consumer behavior.

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