کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882142 911919 2015 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The effects of advertising models for age-restricted products and self-concept discrepancy on advertising outcomes among young adolescents
ترجمه فارسی عنوان
اثرات مدل های تبلیغاتی برای محصولات با محدودیت سنی و عدم توافق خودمختاری بر نتایج تبلیغات در میان نوجوانان جوان
کلمات کلیدی
مصرف کنندگان کودک، نفوذ اجتماعی، سیاست عمومی، تبلیغات، خود ایده آل، خودپنداره
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a product-category contextual cue that apparently caused adolescents to respond to an existing age-based self-discrepancy. Specifically we found that when the contextual cue was advertising for an age-restricted product, adolescents conformed to dissimilar young adult advertising models and diverged from similar adolescent models. This indicated that the contextual cue caused them to respond to an age-based self-discrepancy and use a product associated with the ideal self rather than the actual self. Importantly, this response was stronger among adolescents that were more dissatisfied with their age. With advertising for an age-unrestricted product, adolescents conformed to adolescent advertising models and diverged from young adult models. Industry policies for age-restricted products assume that similarity drives influence and therefore mandate that advertising models be young adults rather than adolescents. Our findings suggest this assumption is invalid for age-restricted products.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 25, Issue 3, July 2015, Pages 519–529
نویسندگان
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