How and When Do Brand Perceptions and Preferences First Form? A Cognitive Developmental Investigation

Abstract

This study examined children's brand discrimination and preference formation. Using multidimensional scaling techniques to capture children's perceptions and preferences for cereals and beverages, the study discovered several dimensions that underlie these two processes. Piaget's cognitive developmental stage theory was used as the guiding framework. The results indicate that the number of dimensions that underlie brand perceptions and brand preferences differ by both cognitive stage (pre-operational versus concrete-operational) and by product category.