Tweens’ Knowledge of Marketing Tactics: Skeptical Beyond Their Years
Dan Freeman and Stewart Shapiro
University of Delaware
Management slant
- As tweens' awareness of overt marketing tactics increases, their skepticism about the truthfulness of promotional messages also increases.
- As tweens become more skeptical of the truthfulness of promotional messages, they are more likely to avoid the message or transfer their dislike of the message onto the brand.
- Tweens who evaluate promotional tactics more negatively will exhibit lower levels of materialistic values than children who evaluate promotional tactics more favorably.
- Covert marketing tactics-blogs ostensibly maintained by teen-age consumers, for instance,...