How can commercial media literacy change the influence of product placement on children

Bibliographic Details
Main Author: Reis, Maria Cláudia Caldeira
Publication Date: 2013
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/17564
Summary: Field lab in marketing
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling How can commercial media literacy change the influence of product placement on childrenProduct PlacementChildrenInfluenceCommercial Media LiteracyDomínio/Área Científica::Ciências Sociais::Economia e GestãoField lab in marketingPurpose - The goal of this research is to analyze how the introduction of commercial media literacy programs can reduce the influence of product placement on children by giving them tools to easily identify it and understand its persuasive intent. Methodology - An experimental design with 147 children was performed, in order to compare if children that had a class about product placement were less influenced by it and could better identify its presence and understand its purpose. Findings - Results suggest that commercial media literacy is indeed effective mitigating some effects of product placement on children, since it contributed to decrease children’s preference for the placed brand. Moreover, it increased their understanding of the advertisements’ persuasive intent and product placement awareness on TV shows. Research Limitations – Further research should include children from other countries and ages. The medium and long-term effects should be analyzed as well. Besides, a longer intervention could be performed. Value – Previous research had already found that product placement is very effective in influencing children’s consumer behaviors due to their vulnerability. Nonetheless, this is the first study that seeks to solve this problem and overcomes the existing literature gap concerning the effectiveness of commercial media literacy on mitigating the effect of this subtle type of advertisement.Agante, LuísaRUNReis, Maria Cláudia Caldeira2016-05-25T12:18:10Z2013-012013-012013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/17564enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:21:49Zoai:run.unl.pt:10362/17564Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T16:52:28.799227Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv How can commercial media literacy change the influence of product placement on children
title How can commercial media literacy change the influence of product placement on children
spellingShingle How can commercial media literacy change the influence of product placement on children
Reis, Maria Cláudia Caldeira
Product Placement
Children
Influence
Commercial Media Literacy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can commercial media literacy change the influence of product placement on children
title_full How can commercial media literacy change the influence of product placement on children
title_fullStr How can commercial media literacy change the influence of product placement on children
title_full_unstemmed How can commercial media literacy change the influence of product placement on children
title_sort How can commercial media literacy change the influence of product placement on children
author Reis, Maria Cláudia Caldeira
author_facet Reis, Maria Cláudia Caldeira
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Reis, Maria Cláudia Caldeira
dc.subject.por.fl_str_mv Product Placement
Children
Influence
Commercial Media Literacy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Product Placement
Children
Influence
Commercial Media Literacy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Field lab in marketing
publishDate 2013
dc.date.none.fl_str_mv 2013-01
2013-01
2013-01-01T00:00:00Z
2016-05-25T12:18:10Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/17564
url http://hdl.handle.net/10362/17564
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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