Exposure to Advertising and Packaging Cues in Early Childhood Leads to Blurred Distinction Between Commercial and Entertainment Media That Persists Into Adulthood

Paul M. Connell, City University London, UK
Merrie Brucks, University of Arizona, USA
Jesper H. Nielsen, University of Arizona, USA
While research demonstrates that children learn to cope with marketing communications incrementally with age, little is known about how childhood exposure affects consumers long-term. We find that early exposure to marketing communications results in long-term blurred distinction between entertainment and commercial stimuli that can result in biases favoring sugar-laden products.
[ to cite ]:
Paul M. Connell, Merrie Brucks, and Jesper H. Nielsen (2012) ,"Exposure to Advertising and Packaging Cues in Early Childhood Leads to Blurred Distinction Between Commercial and Entertainment Media That Persists Into Adulthood ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 85-89.