Effect of Advertisement on Children’s Purchase Intention: The Mediating Role of Advertisement Recall
DOI:
https://doi.org/10.37231/jmtp.2021.2.2.113Abstract
Although advertisement is considered as an attention-grabbing tool, however, existing literature largely ignored whether such advertisement has any effect on children to recall the advertised products. This study thus aims to examine the effects of television advertisement on children’ purchase intention through the mediating role of advertisement recall in the Asian context. Since the target population is unknown, a non-probability sampling based convenient sampling approach was used to collect data. Data were collected from 245 parents of their 448 children in the context of confectionary products in Bangladesh. Partial least square based structural equation modeling was used to analyze the collected data. The results show that information, entertainment and product packaging displayed in advertisement significantly affect children’ advertisement recall. Advertisement recall is also found to have influence on children’ purchase intentions. Further, advertisement recall fully mediates in the relationships between information and purchase intentions; entertainment and purchase intentions; and packaging and purchase intentions. This study also offers significant theoretical and managerial implications.
Downloads
References
Abernethy, A.M. and Franke, G.R., (1996), “The information content of advertising: A meta-analysis”, Journal of advertising, Vol.25 No.2, pp.1-17. https://doi.org/10.1080/00913367.1996.10673496
Ahmed Javed, S. and Javed, S., (2015), “The impact of product’s packaging color on customers’ buying preferences under time pressure”, Marketing and Branding Research, Vol.2 No.1, pp.4-14. doi 10.33844/mbr.2015.60293
Alexomanolaki, M., Loveday, C. and Kennett, C., (2007). “Music and memory in advertising: Music as a device of implicit learning and recall”. Music, Sound, and the Moving Image, Vol. 1 No.1, pp.51-73. https://muse.jhu.edu/article/269004
Ambler, T. and Burne, T., (1999), “The impact of affect on memory of advertising”, Journal of advertising research, 39, pp.25-34.
Ampuero, O. and Vila, N., (2006), “Consumer perceptions of product packaging”, Journal of Consumer Marketing, Vol. 23 No. 2, pp. 100 -112. https://doi.org/10.1108/07363760610655032
Apejoye, A., (2013), “Influence of celebrity endorsement of advertisement on students’ purchase intention”, Journal Mass Communication and Journalism, Vol.3 No.3, pp.3-10. http://dx.doi.org/10.4172/2165-7912.1000152
Bettman, J.R., (1979), “Memory factors in consumer choice: A review”, Journal of Marketing, Vol.43 No.2, pp.37-53. http://www.jstor.org/stable/1250740
Bressoud, E., Lehu, J.M. and Russell, C.A., (2010), “The product well placed: The relative impact of placement and audience characteristics on placement recall”, Journal of Advertising Research, Vol.50 No.4, pp.374-385. 10.2501/S0021849910091622
Broekemier, G., Marquardt, R. and Gentry, J.W., (2008), “An exploration of happy/sad and liked/disliked music effects on shopping intentions in a women's clothing store service setting”, Journal of Services Marketing., Vol. 22 No.1, pp. 59-67.https://doi.org/10.1108/08876040810851969
Bushman, B.J. and Bonacci, A.M., (2002), “Violence and sex impair memory for television ads”, Journal of Applied Psychology, Vol. 87 No.3, p.557. https://doi.org/10.1037/0021-9010.87.3.557
Calvert, S.L., (2008), “Children as consumers: Advertising and marketing”, The future of children, Vol. 18 No.1, pp.205-234. https://www.jstor.org/stable/20053125
Caruana, A. and Vassallo, R., (2003), “Children’s perception of their influence over purchases: the role of parental communication patterns”, Journal of consumer marketing, Vol.20 No.1, pp. 55-66. https://doi.org/10.1108/07363760310456955
Chapman, K., Nicholas, P., Banovic, D. and Supramaniam, R., 2006. “The extent and nature of food promotion directed to children in Australian supermarkets”. Health promotion international, 21(4), pp.331-339. https://doi.org/10.1093/heapro/dal028
Chan, K., 2000. Hong Kong children's understanding of television advertising. Journal of Marketing Communications, 6(1), pp.37-52. https://doi.org/10.1080/135272600345543
Chattopadhyay, A. and Alba, J.W., (1988), “The situational importance of recall and inference in consumer decision making”, Journal of Consumer Research, Vol. 15 No.1, pp.1-12. https://doi.org/10.1086/209140
Clement, J., (2007), “Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design”, Journal of marketing management, 23(9-10), pp.917-928. https://doi.org/10.1362/026725707X250395
Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361–368. https://doi.org/10.1016/S0148-2963(03)00102-4
Coulter, R., Coulter, K. and Zaltman, G., (2001), “In Their Own Words: Consumers Attitudes Toward Advertising”, Journal of Advertising, 30, pp.1-21. https://doi.org/10.1080/00913367.2001.10673648
Coyle, W., Gilmour, B. and Armbruster, W.J. (2004), “Where will demographics take the Asia-Pacific food system?”, Amber Waves (USDA, Vol. 3, June, pp. 14-21, available at: www.ers.usda.gov/Amberwaves/June04/pdf/features_asiapacific.pdf (accessed June 2005). 10.22004/ag.econ.58368
De Veirman, M., Hudders, L. and Nelson, M.R., (2019), “What is influencer marketing and how does it target children? A review and direction for future research”, Frontiers in Psychology, 10, p.2685. https://doi.org/10.3389/fpsyg.2019.02685
Deliya, M.M.M. and Parmar, M.B.J., (2012), “Role of Packaging on Consumer Buying Behavior –Patan District”, global Journal of management and Business research, Vol.12 No.10. https://journalofbusiness.org/index.php/GJMBR/article/view/732
Dews, T., (2012), “The Power of Music: Song Serves as an Effective Recall Cue in Children”. http://dclu.langston.edu/mccabe_theses?
Donovan, R.J., Boulter, J., Borland, R., Jalleh, G. and Carter, O., (2003), “Continuous tracking of the Australian National Tobacco Campaign: advertising effects on recall, recognition, cognitions, and behaviour”, Tobacco control, Vol.12 No. 2, pp.ii30-ii39. http://dx.doi.org/10.1136/tc.12.suppl_2.ii30
Ducoffe, R.H., (1995), “How consumers assess the value of advertising”, Journal of Current Issues & Research in Advertising, Vol.17 No.1, pp.1-18. https://doi.org/10.1080/10641734.1995.10505022
Du Plessis, E., (1994), “Recognition versus recall”. Journal of Advertising Research, Vol. 34 No.3, pp.75-92.
Elliott, C., 2008. Marketing fun foods: a profile and analysis of supermarket food messages targeted at children. Canadian Public Policy, 34(2), pp.259-273. 10.3138/cpp.34.2.259
Fan, Y. and Li, Y., 2010. Children's buying behaviour in China. Marketing Intelligence & Planning. https://doi.org/10.1108/02634501011029673
Fornell, C. and Larcker, D. F. (1981), "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50. https://doi.org/10.1177/002224378101800104
Galst, J.P. and White, M.A., (1976), “The unhealthy persuader: The reinforcing value of television and children's purchase-influencing attempts at the supermarket”, Child development, Vol.47 No.7, pp.1089-1096. https://doi.org/10.2307/1128446
Gelperowic, R. and Beharrell, B., (1994), “Healthy food products for children”, British Food Journal. https://doi.org/10.1108/00070709410074623
Goldberg, M.E. and Gorn, G.J. (1978), “Some unintended consequences of T.V. advertising to children”, Journal of Consumer Research, Vol. 5, No. 1, pp. 22-9. https://doi.org/10.1086/208710
Gulla, A and Purohit, H. (2013), “International Journal of Marketing, Financial Services & Management Research”, Vol. 2, No. 6, pp. 103-117 www.indianresearchjournals.com
Gutnick, A.L., Robb, M., Takeuchi, L. and Kotler, J., (2011), “Always connected: The new digital media habits of young children”, In New York: The Joan Ganz Cooney Center at Sesame Workshop.
Haider, T. and Shakib, S., (2018), “A study on the influences of advertisement on consumer buying behavior”, Business Studies Journal, Vol.9 No.1, pp.1-13.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. and Tatham, R. L. (2006), Multivariate data analysis, Upper Saddle River, NJ: Pearson Prentice Hall.
Han, E., Powell, L. M. and Kim, T. H. (2013) Trends in exposure to television food advertisements in South Korea. Appetite, 62, 225–231. https://doi.org/10.1016/j.appet.2012.10.015
Heaton, M. and Paris, K., (2006). The effects of music congruency and lyrics on advertisement recall. Journal of Undergraduate Research IX, pp.1-4.
Hill, H. and Tilley, J., (2002), "Packaging of children’s breakfast cereal: manufacturers versus children", British Food Journal, Vol. 104 No. 9, pp. 766-777. https://doi.org/10.1108/00070700210443129
Hota, M. and Charry, K. (2014), "The impact of visual and child-oriented packaging elements versus information on children’s purchase influence across various age groups", International Journal of Retail & Distribution Management, Vol. 42, No. 11/12, pp. 1069-1082. https://doi.org/10.1108/IJRDM-08-2013-0159
Islam, M. and Goni, M.U., (2020). Impact of Television Advertisements on Children’s Mental and Physical Development in Bangladesh. ABC Research Alert, 8(1), pp.16-31. https://doi.org/10.18034/abcra.v8i1.448
Jain, L.N. and Kaul, R., (2014), Influence of Media on Kids Buying Behaviour in Indore City. ELK Asia Pacific Journal of Marketing and Retail Management, 5(2), pp.73-82.
Jolly, R., (2011), Marketing obesity?: junk food, advertising and kids. Australia: Parliamentary Library.
Karailievová, I., (2012), “Impact of songs and jingles used in advertising on brand and product awareness”, Institute for Marketing Management.
Karupaiah, T., Chinna, K., Mee, L. H., Mei, L. S. and Noor, M. I. (2008) What’s on Malaysian television?—A survey on food advertising targeting children. Asia Pacific Journal of Clinical Nutrition, 17, 483–491.
Keller, K.L., Heckler, S.E. and Houston, M.J., (1998), “The effects of brand name suggestiveness on advertising recall”, Journal of marketing, Vol. 62 No.1, pp.48-57. https://doi.org/10.1177/002224299806200105
Kelly, B., Halford, J. G., Boyland, E. J., Champman, K., Bautista-Castan˜o, I., Berg, C. et al. (2010) Television food advertising to children: a global perspective. American Journal of Public Health, 100, 1730–1736. https://doi.org/10.2105/AJPH.2009.179267
Kelly, B., Hebden, L., King, L., Xiao, Y., Yu, Y., He, G., Li, L., Zeng, L., Hadi, H., Karupaiah, T. and Hoe, N.S., 2016. Children's exposure to food advertising on free-to-air television: an Asia-Pacific perspective. Health promotion international, 31(1), pp.144-152. https://doi.org/10.1093/heapro/dau055
Kieras, D., (1978), “Beyond pictures and words: Alternative information-processing models for imagery effect in verbal memory”, Psychological Bulletin, Vol. 85 No.3, p.532. https://doi.org/10.1037/0033-2909.85.3.532
Kumar, P., (2015), “Understanding advertising and consumer behaviour”, International Journal of Education and Management Studies, Vol. 5 No.2, p.169.
Lapierre, M. A., Vaala, S. E., and Linebarger, D. L. (2011). Influence of licensed spokescharacters and health cues on children’s ratings of cereal taste. Arch. Pediatr. Adolesc. Med. 165, 229–234. 10.1001/archpediatrics.2010.300
Lewis, C., Fretwell, C. and Ryan, J., (2012), “An empirical study of emotional response to sounds in advertising”, American Journal of Management, Vol.12 No.1, pp.80-91.
Lifu, F.L., (2012), “An analysis of the effect of product packaging on consumers’ buying choice in Calabar Municipality, Cross River State, Nigeria”, Asian Journal of Business Management, Vol.4 No.2, pp.186-191.
Limon, Y., Kahle, L.R. and Orth, U.R., 2009. Package Design as a Communications Vehicle in Cross-Cultural Values Shopping. Journal of International Marketing, 17(1). https://doi.org/10.1509/jimk.17.1.30
Lindner, K., Blosser, G. and Cunigan, K., (2009), “Visual versus auditory learning and memory recall performance on short-term versus long-term tests, Modern Psychological Studies, Vol.15 No.1, p.6.
Lloyd, D.W. and Clancy, K.J., (1991), “Television program involvement and advertising response: Some unsettling implications for copy research”, Journal of Consumer Marketing. Vol.8 No.4, pp. 61-74. https://doi.org/10.1108/07363769110035162
Lodish, L.M., Abraham, M., Kalmenson, S., Livelsberger, J., Lubetkin, B., Richardson, B. and Stevens, M.E., (1995), “How TV advertising works: A meta-analysis of 389 real world split cable TV advertising experiments”, Journal of Marketing Research, Vol.32 No.2, pp.125-139. https://doi.org/10.1177/002224379503200201
Macklin, M.C., (1994), “The impact of audiovisual information on children's product-related recall”, Journal of Consumer research, Vol.21 No.1, pp.154-164. https://doi.org/10.1086/209389
Mau, G., Schuhen, M., Steinmann, S. and Schramm-Klein, H. (2016), "How children make purchase decisions: behaviour of the cued processors", Young Consumers, Vol. 17 No. 2, pp. 111-126. https://doi.org/10.1108/YC-10-2015-00563
Mehrabian, A. and Russell, J.A. (1974), An Approach to Environmental Psychology, MIT Press, Cambridge.
Mehta, A. and Purvis, S.C., (2006), “Reconsidering recall and emotion in advertising”, Journal of Advertising research, Vol.46 No.1, pp.49-56. 10.2501/S0021849906060065
Nisbett, E.R. (2003), The Geography of Thought: How Asians and Westerners Think Differently ... and Why, The Free Press, New York, NY. https://doi.org/10.1177/108056990306600315
Nora, Z. (2014), "The impact of packaging colour on children’s brand name memorization (7-12 years old)", International Journal of Retail & Distribution Management, Vol. 42 No. 11/12, pp. 1053-1068. https://doi.org/10.1108/IJRDM-08-2013-0168
Norris, C.E. and Colman, A.M., (1994), “Effects of entertainment and enjoyment of television programs on perception and memory of advertisements”, Social Behavior and Personality: an international journal, Vol. 22 No.4, pp.365-376. https://doi.org/10.2224/sbp.1994.22.4.365
Olson, J.C. and Jacoby, J. (1972) ,"Cue Utilization in the Quality Perception Process", in SV - Proceedings of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Chicago, IL : Association for Consumer Research, Pages: 167-179.
Orth, U.R. and Crouch, R.C., (2014), “Is beauty in the aisles of the retailer? Package processing in visually complex contexts”, Journal of Retailing, Vol.90 No.4, pp.524-537. https://doi.org/10.1016/j.jretai.2014.05.004
Panwar, J.S. and Agnihotri, M., (2006), “Advertising message processing amongst urban children”, Asia pacific Journal of Marketing and logistics, Vol.18 No.4, p.303. https://doi.org/10.1108/13555850610703263
Podsakoff, P. M., Mackenzie, S. B., Lee, J. Y. and Podsakoff, N. P. (2003), "Common method biases in behavioral research: A critical review of the literature and recommended remedies ", Journal of Applied Psychology, Vol. 88 No. 5, pp. 879–903. 10.1037/0021-9010.88.5.879
Preetha R and Radhika S, (2016), “The effect of advertisement on children with special reference to confectionary products in Ernakulam district”, International Journal of Recent Scientific Research, Vol. 7 No. 5, pp. 10776-10778.
Quinn, R.B.M., (2002), “Advertising and children”, Broadcasting Commission of Ireland, Dublin, pp.1-55.
Rettie, R. and Brewer, C., (2000), "The verbal and visual components of package design", Journal of Product & Brand Management, Vol. 9 No. 1, pp. 56-70. https://doi.org/10.1108/10610420010316339
Rolandelli, D.R., (1989), “Children and television: The visual superiority effect reconsidered”, Journal of Broadcasting & Electronic Media, Vol.33, No.1, pp.69-81. https://doi.org/10.1080/08838158909364062
Saleem, S. and Abideen, Z., (2011), “Effective advertising and its influence on consumer buying behavior”, European Journal of Business and Management, Vol.3 No.3, pp.55-67.
Sheik, M.M.A. and Juliet, R.M., (2016), “A study on impact of television advertisement on children’s attitude with special reference to confectionary product in Palayamkottal”, International Journal of Research-GRANTHAALAYAH, 4(4SE), pp.59-64. https://doi.org/10.29121/granthaalayah.v4.i4SE.2016.2744
Silayoi, P. and Speece, M., 2007. The importance of packaging attributes: a conjoint analysis approach. European journal of marketing. https://doi.org/10.1108/03090560710821279
Sujan, M., (1985), “Consumer knowledge: Effects on evaluation strategies mediating consumer judgments”, journal of Consumer Research, Vol.12 No.1, pp.31-46. https://doi.org/10.1086/209033
Tarabashkina, L., Quester, P. and Tarabashkina, O., (2018), “Perceived informative intention in advertising and its attenuating effect on persuasion attribution among children”, Psychology & Marketing, Vol. 35 No.10, pp.778-789. https://doi.org/10.1002/mar.21134
Thompson, D.V. and Hamilton, R.W., (2006), “The effects of information processing mode on consumers' responses to comparative advertising”, Journal of Consumer Research, Vol.32 No.4, pp.530-540. https://doi.org/10.1086/500483
Turley, L.W. and Milliman, R.E., (2000), “Atmospheric effects on shopping behavior: a review of the experimental evidence”, Journal of business research, Vol.49 No.2, pp.193-211. https://doi.org/10.1016/S0148-2963(99)00010-7
Underwood, R.L., Klein, N.M. and Burke, R.R. (2001), "Packaging communication: attentional effects of product imagery", Journal of Product & Brand Management, Vol. 10 No. 7, pp. 403-422. https://doi.org/10.1108/10610420110410531
Underwood, Robert L., (2003) "The communicative power of product packaging: creating brand identity via lived and mediated experience." Journal of marketing theory and practice Vol.11, No. 1, pp. 62-76. https://doi.org/10.1080/10696679.2003.11501933
Valkeinen, S., (2020), “Influence of music in advertising on consumer attitude and purchase intention: The effect of an international and local music on the Finnish audience”. https://doi.org/10.1080/10696679.2003.11501933
Ward, S. and Wackman, D.B., (1972), “Children's purchase influence attempts and parental yielding”, Journal of Marketing Research, Vol. 9 No.3, pp.316-319. https://doi.org/10.1177/002224377200900312
Weilbacher, W.M., (2003), “How advertising effects consumers”, Journal of Advertising Research, Vol.43 No.2, pp.230-234. https://doi.org/10.1017/S0021849903030241
Wilcox, B.L., Cator. J., Dowrick, P., Kunkel, D., Linn, S., Palmer, E., (2004),”Report of the APA task force on advertising and children” American Psychological Association, Public Affairs Office.
Zaltman G. (2003), How Customers Think. Boston, Massachusetts: Harvard Business School Press.
Zanot, Eric (1984), "Public Attitudes Toward Advertising: The American Experience: International Journal of Advertising, 3 (I), 3-15. https://doi.org/10.1080/02650487.1984.11104995
