Children’s Hobbies as Persuasive Strategies: The Role of Literacy Training in Children’s Responses to Personalized Ads
通过实验发现，个性化广告会降低9至13岁儿童的品牌态度但提高购买意愿，而素养训练能帮助儿童识别个性化广告，且这种识别反而提升了品牌态度和购买意愿。
In today’s online environment, children inevitably encounter personalized advertising. However, research suggests that children are not yet able to cope with this advertising type. This study therefore investigates whether literacy training helps children recognize personalized advertising. The 2 (personalized versus nonpersonalized ad) × 2 (literacy training versus no training) between-subjects design experiment (N = 166) suggests that personalized advertising decreased children’s (9 to 13 years) brand attitude but increased their purchase intentions. Moreover, training helped children to better recognize personalized ads. Contrary to the expectations, this targeting recognition positively affected brand attitude and purchase intentions.