Children’s Responses to Gender-Role Stereotyped Advertisements

Research indicates that adult’s gender-role perceptions can influence their responses toward different types of advertising appeals; however, it is not known whether the same is true for young children.

Children's Responses to Gender-Role Stereotyped Advertisements

Aysen BakirIllinois State University

Jeffrey G. BlodgettNorth Carolina A&T State University

Gregory M. RoseUniversity of Washington, Tacoma

Young children constitute a substantial market segment. It has been estimated that children account for more than $30 billion in direct purchases (Schor, 2004) and indirectly influence more than $600 billion of U.S. household spending - from snack foods to automobiles (Piperato, 2005). Due to the increasing involvement of children in family decision making, spending on children's advertising has risen to over $15 billion a year (Piperato, 2005). Indeed, a myriad of companies...

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