Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach

Abstract

This study employs a cognitive response approach using non-directive probes rather than direct questions to assess the effects of advertising knowledge and the presence of a cue on thoughts produced by 9 to 10-year-old children while watching commercials. The number of counterarguments produced indicates children's use of cognitive defenses. The study found that advertising knowledge did not result in increased counterarguments against advertisements unless a cue was present to activate that knowledge. Direct questions (as opposed to non-directive probes) themselves appear to activate advertising knowledge, thus overestimating children's actual use of cognitive defenses.