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...