Developmental antecedents to children's responses to online advertising

Many critics have raised concerns about online advertising directed to children. This study investigated the role of several antecedent variables that may impact children’s attitudinal and behavioural responses to online advertising.

Developmental antecedents to children’s responses to online advertising

Wonsun Shin

Nanyang Technological University

Jisu Huh and Ronald J. Faber

University of Minnesota

Today’s children are increasingly drawn to the internet. Nielsen Company (2009) reported that time spent online among Americans aged 2–11 increased 63% between 2004 and 2009, outpacing the growth in time spent by the total US population. In South Korea, almost all elementary school students use the internet, spending about nine hours per week on the web (National Internet Development Agency of Korea 2009).

Encouraged by the ability of the internet to reach children, advertisers have...

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