Endorser Influence on Product Judgment and Choice: a Comparative Study of Children and Their Parents

Aron Levin, Northern Kentucky University, USA
Irwin Levin, University of Iowa, USA
We examined the extent to which children’s (7-8 year-olds) judgments about the quality of food products are influenced by the same factors as their parents, where the factors manipulated were use of endorsers, brand familiarity, and healthiness of the product. The endorser influence was more widespread in children than in parents where it was confined to healthy, familiar products. However, both children and parents were more influenced by brand familiarity than by endorsers.
[ to cite ]:
Aron Levin and Irwin Levin (2009) ,"Endorser Influence on Product Judgment and Choice: a Comparative Study of Children and Their Parents", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 888-890.