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International Journal of Marketing, Financial Services & Management Research________________________ ISSN 2277- 3622

Vol.2, No. 6, June (2013)

Online available at www.indianresearchjournals.com

103

CHILDREN’S ATTITUDE TOWARDS TELEVISION ADVERTISEMENTS

AND INFLUENCE ON THE BUYING BEHAVIOR OF PARENTS

MS. ANJU GULLA*; DR. HARSH PUROHIT**

*ASSOCIATE PROFESSOR, MARKETING

IILM INSTITUTE FOR HIGHER EDUCATION

3, LODHI INSTITUTIONAL AREA

NEW DELHI

**PROFESSOR AND CHAIR: ICICI BANK CHAIR FOR BFSI

BANASTHALI VIDYAPITH,

RAJASTHAN,

_____________________________________________________________________________________

ABSTRACT

The paper intends to understand the attitude of children towards Television advertisements and

how this impacts the buying behaviour of parents. The study has been made by conducting a

survey in Delhi and NCR. A questionnaire assessing attitudes of children towards TV

advertisements and buying behavior of parents was distributed among parents of children

between 8-14 years of age. A structural equation model was built using data from a sample of

400 parents. The analysis revealed that Advertisements on television have significant impact

upon the attitude of tweenagers towards TV commercials. Four major factors were found to be

influential in determining the attitude of children towards TV advertisements. The factors were

Entertainment, Likability, Credibility, and Informativeness. The analysis further revealed that the

positive attitude of children towards TV advertisements leads to pester power and pester power

has a significant impact on the buying behavior of parents. _____________________________________________________________________________________

Introduction Kids are consumers in a way and have their own purchasing power, therefore represent an

important demographic segment to marketers. Since they influence their parents' buying

behaviour and decision making, they represent the future adult consumers. Research has shown

that children hold a certain power as consumers, and their influence on family purchases goes

beyond the selection of toys and cereals. Whether a company wants to sell electronic gadgets,

insurance policies or even cars they fall back on children (Dewan and Thomson, 2010). These

kids have the ability to nag their parents into purchasing items they may not otherwise buy.

Much has been written and said about the children as being the future customers but due to the

lack of a systematic research on the buying behaviour of children and then the role or influence

of parents, marketers may think that it is inappropriate to consider children as a “market”

(McNeal, 1999). Children like watching these advertisements and get easily attracted and

compel their parents to buy them. Such a gimmick causes a divide among children because not

all parents can afford the demanded product. This can influence the kids behaviour as well. A

young kid being praised by his teacher for his intelligence inspires the child who has been

watching the advertisement related to drink or cereal and it becomes a good habit.


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Literature review A key concern here underlying the advertising to children here is, how children feel about

Television advertising directed at them. It becomes very important to understand the attitude of

children towards the TV advertisements. There is some literature examining the attitude of

children towards Advertisements. Some have focused on developing measures of children's

attitudes toward television advertising or attitudes toward the brand (Derbaix and Pecheux 2003;

Macklin and Machleit 1989; Pecheux and Derbaix 1999; Rossiter 1977). Others have more

specifically studied the effect of advertising on attitudes. Moore and Lutz (2000) found that

young children's (seven- to eight-years-old) liking of an ad influenced their attitudes toward the

brand. They further found that older children's (10- to 11 -years-old) liking of an ad influenced

their attitudes toward the brand through multiple persuasive routes, consistent with the literature

concerning adults' attitude toward the brand. Similarly, Phelps and Hoy (1996) found that third-

and sixth-graders' attitude toward the ad influenced their attitudes toward both familiar and

unfamiliar brands, and also impacted their purchase intentions. Attitudinal effects refer to the

extent to which children like or dislike an advertisement (Rossiter, 1977). Literature has been so

far in agreement that kids like entertaining advertisements especially the up-tempo music,

humour and cartoon characters (Goldberg and Gorn, 1978). Children have been found to get

attracted to memorable catchphrases and jingles (Bartholomew and O'Donohoe's, 2003).

Television and advertising touches every person‟s life today. Advertising to children has become

a big business which includes advertising both traditional (say toys and cereals) as well as

nontraditional products (say video games) to children. Over the decades, marketers have tried to

find the most effective ways to reach children through television advertising. The marketers have

used several different advertising mechanisms to reach the children. These include mechanisms

like portrayal of fun, action, emotion, product appearance, or highlights of new product features

(Barcus 1980; Kunkel 1992). It has also been found in research that children do not focus much

upon the product information which includes product features, price, or product performance

(Van Evra 1998). Instead, advertisers rely on strong visual images, including both live action and

animation, to reach children (Edell 1988). The youth market has shifted with the implication that

tweenagers are new teenagers in terms of mindset (aspirations, values and experience).

Additionally McNeal (1999) suggests the number of parents who ask their children‟s opinions

about products they are going to buy for the whole family has been steadily increasing over the

years. Children consequently are becoming more knowledgeable and strategically sophisticated

in terms of shopping (“shopping savvy”) and so are more likely to be invited to participate in

purchase decisions (as suggested by Kuhn and Eischen, 1997). Parent-child interactions take on

new importance in time stressed families (Sabino, 2002).

Theoretical background of Constructs and Hypothesis

Information

Advertisements play an important role in the life of children by making them aware of the brands

and helping them learn how to use them (Peter and Olson, 1994). Some researchers claim that

children do not understand the persuasive agenda behind an advertisement and hence become

targets for commercial persuasion (Wilcox, 2004). These children interpret advertising claims as

truthful with accurate information (Kunkel, 2004). Advertising information has been seen to fall


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into two categories - commercial information and educational information - both about products

and services.

So, we propose:

H1: Informativeness through a TV advertisement has an effect on Children's attitude towards TV

advertisements.

Entertainment

Over the years literature has been in agreement that children tend to favour entertaining

advertisements. Goldberg and Gorn (1978) found that children get attracted to advertisements

with up tempo music, swift action and attractive child models. Entertainment has also been found

to be a function of the use of humour, catchphrases and jingles (Rolandelli, 1989; Ross et al,

1984; Goldberg and Gorn, 1978; Ward 1972). In 2003, Bartholomew and O'Donohoe's made a

study on 10-12 year old kids whereby children were seen enjoying and imitating catchphrases

and jingles for brands such as Budweiser. Children, therefore have been seen to draw upon

advertising for enjoyment and entertainment..

Thus we propose:

H2: Entertainment through a TV advertisement has an effect on Children's attitude towards TV

Credibility

(Chan and Mc Neal, 2003) found that younger children are more confident about the TV

advertised product while older children tend to rely on the quality of the advertised product. This

shows that older children are quite sceptic about the credibility and truthfulness of the

advertisements which does not allow them to develop a positive attitude towards advertisements

(Rieken and Yavas, 1990). It therefore appears that the children's perception of credibility and

believability about the advertised messages is also a function of their age. Thus, we propose:

H3: Credibility of a TV advertisement has an effect on Children's attitude towards TV

advertisements.

Likability

Attitude of children towards TV advertisements depends on the extent to which a child likes

Television advertising and views it favorably or unfavourably (Rossiter, 1979). In the literature,

it has been noted that children have a liking towards TV advertisements due to the animated

characters which engages children's attention. Some researchers have found that children's liking

for TV advertisements have resulted into strong recall and high levels of recognition for adult

targeted advertisements (Fischer et al, 1991). Children‟s liking or dislike also depends upon the

nature of the product being advertised (Scammon and Christopher, 1981). Children have been

found to like advertisements for FMCG products and Toys because not only these

advertisements are interesting but also children like these products (Chan, 2000).

Depending on the previous arguments, this research proposes:

H4: Likability of a TV advertisement has an effect on Children's attitude towards TV

advertisements.

Children’s attitude towards Television advertisements

It has been seen that children who have a positive attitude towards Television advertisements

either buy these products themselves or ask their parents to purchase them; and those children

who have a negative attitude towards the Television advertisements either ignore the

advertisements or do not ask their parents to purchase them (Evra, 1990). Television

advertisements had certain effects on children: they tend to create appeal in such a manner that it


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often leads to continuous requests to parents for purchase, which many a times further leads to

parent child conflict (Andguladze, 2007).

So we proposed that:

H5: Children's attitude towards Television advertisements is related to the Pester Power of

Children.

Pester Power

Goldstein (1994) suggests that the standard argument is “children are naïve and therefore

vulnerable to advertising; that advertising creates undesirable demands and results in parent child

conflict” (p. 10). In contrast, McNeal (1999b) found the term pester power to be misleading and

negative. McNeal feels that the term pester power is negative because of two factors:(a) children

are taught by their parents to ask for things even before they can walk and (b) the new family

that came about in the late 1980's assumes children are active participants in family decision-

making. In fact, today‟s child may have so much decision-making power in the family that we

can aptly describe the thousand European families. (p. 75)

So we propose:

H6: Buying behaviour of Parents will be influenced by Pester power of child.

Figure 1 gives a total framework supported by the existing conceptual studies in conjunction

with different scales posited by researchers. The relative relation and the inter relation of the

factors are depicted in detail in the figure. Therefore, our proposed model is adapted from the

literature review and is presented below.

Information

Entertainment

Pester Power

Children’s attitude

Credibility

Liking

Buying behaviour of

parents

Figure 1: Conceptual Framework. Impact of Television advertisements on children and how it

influences buying behaviour of parents: The Research Model


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Methodology

The seven constructs in the conceptual framework are latent variables that cannot be observed

directly. Hence, a questionnaire was designed as the survey instrument. The questions were

based on a comprehensive review of existing studies. The questionnaire consisted of two parts.

Part 1 contained seven sets of questions to measure the seven constructs with 22 questions. A

five-point Likert scale was used as the response format. Part 2 recorded the respondents‟

demographic information.

Sample design and data collection

According to the Census of India 2011, there is more than 4 crore population in Delhi and NCR

of Delhi. This population includes both male and females. Given the size of the population, it

will not be practical to survey each member of the population in Delhi and NCR. A non-

probability sample will be selected for this project, as suggested by Leedy (1997), who states:

"sampling is appropriate wherever large populations that have an outward resemblance of

homogeneity are to be investigated" (p. 204). The study was designed to analyze exploratory

factor analysis (EFA) and structural equation modeling (SEM) through two data collections. We

approached the citizens through emails, mall intercepts, social networking system and personally

distributed the questionnaire to people. Around 440 questionnaires were distributed for this

survey using the convenience sampling technique. Only 400 questionnaires were considered as

rest were not completely filled by the respondents.

Results

Reliability and Validity test

Before evaluating the model, the reliability of the measurement items was tested using

Cronbach‟s alpha test to assess the internal consistency of the constructs in the model. Alpha

varied from 0.72 to 0.82 (see Table 1), exceeding the minimum threshold of 0.7. Thus, the

measurement items reliably gauged the constructs. The psychometric properties of the

measurement model were evaluated in terms of the composite reliability, convergent validity

(AVE), and discriminant validity. First, the composite reliability was calculated as indicated by

Fornell and Larcker[56], with the results ranging from 0.73 to 0.89 exceeding the critical value

of 0.7[55]. Second, the convergent validity was assessed by the average variance extracted. As

indicated in Tables below, the results were not all above the recommended 0.5 level,

demonstrating that the convergent validity was not as per the recommended level, thereby in

certain circumstances not satisfying. Third, the discriminant validity was examined by

comparing the squared correlation between each pair of the constructs with the extracted average

variance. The results showed that all the constructs met this test, with none of the squared

correlations surpassing the average variance extracted. Therefore, all these tests indicated that the

measurement model had adequate reliability and validity.


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No Name of Construct(s)

Cronbach’s

Alpha if item

deleted

CR AVE

1

Information (Inf)

Kids feel TV ads provide

relevant product information

0.851

Kids feel TV ads are useful 0.849

Kids feel TV ads are informative

(keeps them upto date with

information)

0.855

0.72 0.48

0.753

0.749

0.765

2

Entertainment (Ent)

Kids find TV ads entertaining

and funny (they like humour,

cartoon characters used in the

advertising which makes them

laugh)

0.855

Kids find TV ads enjoyable (they

like up tempo music and jingles

used in the advertising)

0.858

Kids find TV ads engaging

(animated characters used in the

advertising engages children)

0.856

0.83 0.62

0.744

0.739

0.746

3

Credibility (Cred)

Kids find TV ads credible (they

find TV advertisements

believable)

0.852

Kids find TV ads trustworthy

(they feel TV advertisements

never lie to them)

0.852

Kids find TV ads honest

0.73 0.48

0.764

0.753

0.770

4

Likability (Lik)

Kids like to have products

advertised on TV

0.852

Kids like most television ads 0.850

Kids find TV ads are for fun 0.850

0.77 0.53

0.769

0.767

0.777

Table 1: CR, AVE and Cronbach‟s alpha of indicator items at construct level

Measurement Model

The reliability of the measurement model was tested using the confirmatory factor analysis in

AMOS 18.The Measurement model is shown in Figure 2 below.


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Figure 2 : Measurement Model

Several common model fit indices were used as criteria to judge the measurement tenability,

NCI, GFI, AGFI, NFI, NNFI, CFI, and RMSEA. Table 2 shows the recommended values and

test results for these indices. As indicated, all indices exceeded their common acceptance levels,

demonstrating that the measurement model exhibited a good fit with the collected data.

Following are values for the measurement model.

Table 2 : Goodness-of-fit indices for the measurement and structural models

Type of measure Observed values Level of acceptable fit

Absolute fit measures:

Goodness-of-fit index (GFI) 0.944 >0.90

Root mean square error of

approximation

(RMSEA)

0.070 Marginal fit <0.090

Acceptable <0.080,

Good fit <0.050,

χ2/df (CMIN/DF) 2.982 Lower limit:1.0

upper limit 2.0/3.0 or

5.0

RMR/SRMR 0.046 0-1

Incremental fit measures:

Tucker –Lewis index (TLI) 0.915 > 0.90

Adjusted goodness-of-fit index

(AGFI)

0.907 > 0.80

Comparative fit index (CFI) 0.939 >0.90

Incremental fit index (IFI) 0.940 >0.90

Normed fit index (NFI) 0.913 > 0.90 < 0.95 marginal

> 0.95 is good

< 0.90 poor

Parsimonious fit measures:

Parsimony goodness of fit Index

(PGFI)

0.569 0-1

Parsimony normal fit index (PNFI) 0.650 0-1


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Table 2a, 2b, 2c reflects values for composite reliability (CR) and average variance extracted (AVE) for

the Children's attitude, Pester power and Buying behavior of parents.

Dimensions Standardised Regression Weights Composite Reliability AVE

Catt_i1 <--- Catt 0.87

0.72 0.48



Table 2a: Composite Reliability (CR) and Average Variance Extracted (AVE) of Children‟s attitude


Pest_i1 <--- Pest 0.96 0.65 0.42

Pest_i2 <--- Pest 0.43



Table 2b: Composite Reliability (CR) and Average Variance Extracted (AVE) of Pester power


BBP_i1 <--- BBP 0.62

0.57 0.31

BBP_i2 <--- BBP 0.56

BBP_i3 <--- BBP 0.47

Table 2c: Composite Reliability (CR) and Average Variance Extracted (AVE) of Buying behavior of

parents

Data in the Table 3 validate discriminant validity of the model.

Table 3: Shared variance and AVE values for factors

Structural Equational Modeling

After establishing the confidence in the measurement model, the structural equation modeling

(SEM) analysis was conducted using the maximum likelihood (ML) estimation method to

examine the relationships between each pair of constructs. The fit indices of the structural model

indicated an acceptable fit to the data with goodness of fit index (GFI) has an acceptable value of

greater than .90, and the adjusted goodness of fit index (AGFI) has a preferred value of greater

than .80. In the present structural model, GFI is 0.904 and AGFI 0.87 which satisfy the

acceptable value for the indices. TLI and CFI values in this model are 0.90 and 0.91 respectively

which are with the acceptable range. The model shows an RMSEA value of 0.057 which

indicates an acceptable fit, which is shown in the Figure 3 below.

Information Entertainment Credibility Liking

Information 0.686

Entertainment 0.79

Credibility 0.69

Liking 0.096 0.73

.530**

.205**

.312**

.153**

.150**


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Figure 3: Path model.

Hypotheses testing using structural equation model

Hypotheses testing were done by inspecting the path loadings and r square values of each

structural relation. Table 4 below tabulates all the requisite values for the structural model given

below.

Structural

Relations

Standardised

estimates

Unstandardised

estimates

Squared

Multiple

corelation (R

square values S.E C.R P

Ent_i1 <--- Ent 0.727 0.799 Ent_i1 0.528 0.055 14.625 ***

Ent_i2 <--- Ent 0.814 0.926 Ent_i2 0.663 0.057 16.198 ***

Ent_i3 <--- Ent 0.824 1.000 Ent_i3 0.679

Inf_i1 <--- Inf 0.648 1.427 Inf_i1 0.419 0.164 8.71 ***

Inf_i2 <--- Inf 0.849 1.698 Inf_i2 0.721 0.184 9.219 ***

Inf_i3 <--- Inf 0.522 1.000 Inf_i3 0.273

Cred_i1 <--- Cred 0.565 0.786 Cred_i1 0.319 0.087 9.039 ***

Cred_i2 <--- Cred 0.831 1.124 Cred_i2 0.69 0.113 9.967 ***

Cred_i3 <--- Cred 0.648 1.000 Cred_i3 0.419

Lik_i1 <--- Lik 0.624 0.977 Lik_i1 0.389 0.095 10.257 ***

Lik_i2 <--- Lik 0.905 1.370 Lik_i2 0.819 0.135 10.176 ***

Lik_i3 <--- Lik 0.625 1.000 Lik_i3 0.391

Pest_i1 <--- Pest 0.965 1.000 Pest_i1 0.931

Pest_i2 <--- Pest 0.431 0.422 Pest_i2 0.186 0.048 8.837 ***

Pest_i3 <--- Pest 0.379 0.310 Pest_i3 0.143 0.040 7.66 ***

Pest_i4 <--- Pest 0.407 0.320 Pest_i4 0.166 0.039 8.303 ***

BBP_i1 <--- BBP 0.625 1.000 BBP_i1 0.391

BBP_i2 <--- BBP 0.560 0.751 BBP_i2 0.314 0.099 7.598 ***

BBP_i3 <--- BBP 0.479 0.626 BBP_i3 0.230 0.091 6.871 ***

Catt_i1 <--- Catt 0.870 1.000 Catt_i1 0.757

Catt_i2 <--- Catt 0.506 0.561 Catt_i2 0.256 0.054 10.342 ***

Catt_i3 <--- Catt 0.658 0.623 Catt_i3 0.433 0.044 14.292 ***


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Structural

Relations

Standardised

estimates

Unstandardised

estimates

Squared

Multiple

corelation (R

square values S.E C.R P

Ent <--- Catt -0.221 -0.184 Ent 0.075 -2.447 0.014

Inf <--- Catt 0.118 0.362 Inf 0.173 2.089 0.037

Cred <--- Catt 0.377 0.425 Cred 0.077 5.503 ***

Lik <--- Catt 0.257 0.306 Lik 0.070 4.385 ***

Pest <--- Catt 0.924 1.30 Pest 0.065 19.974 ***

BBP <--- Pest 0.704 0.430 BBP 0.046 9.275 ***

Table 4: Path loadings, critical ratios, probability level, and R squared values of the structural

model.

From the values given in table 4, it is evident that all the relations in the model are supported and

most of them positively and significant with p-value < 0.05 though some of the associations

between the factors and focal constructs (Catt) are found to be weaker compared to the others.

The factor loadings of all four factors; Entertainment (Ent), Information (Inf), Credibility (Cred)

and Liking (Lik) with Children‟s attitude (Catt) show values of -0.22, 0.19, 0.38 and 0.26

respectively. The critical ratios of the corresponding factors are greater than the threshold value

of 1.96 and p value < 0.05 making it evident that all hypothesized relationships are acceptable.

Though the factor loadings of Ent and Inf factors are low compared to those of the others, yet the

corresponding hypotheses (H3 and H4) are accepted as the composite reliability, (ref Table 4.27)

, significant level (p-level) statistics and literature review is strongly supportive of the fact. Table

5 gives the summary of the proposed hypothesis status.

This asserted our assumption that Children‟s attitude towards Television advertisements and

Children‟s Pester power has a positive, significant influence on Buying behavior of parents as

shown in figure 3.

Hypothesis Relationship Empirical support

H1 Entertainment (Ent) is related to Children's attitude. Supported

H2 Informativeness (Inf) is related to Children's attitude. Supported

H3

Credibility (Cred) is related to Children's attitude. Supported

H4 Likability (Lik) is related to Children's attitude. Supported

H5 Children‟s attitude (Catt) is related to Pester Power. Supported

H6

Buying behavior of parents is (BBP) is related to Pester

Power. Supported

Table 5: Summary of hypotheses testing


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Conclusions and Implications

Buying behavior of parents is based on many factors such as Entertainment, Informativeness,

Credibility, Liking, Children‟s attitude towards TV ads and Children‟s pester power. This

research has specific theoretical contributions from the past literature regarding children‟s and

parents buying behavior. The study identifies how children develop an attitude towards TV

advertisements and how today‟s children have become decision makers as well as their

relationship with their parents, thus representing a significant step forward in the explanations of

impact on the buying behavior of parents. The empirical results of this study provide reliable

evidence that Entertainment, Informativeness, Credibility, Liking are four important factors

influencing Children‟s attitude which further influences the buying behavior of parents. First, the

path coefficient between most of the constructs was significant indicating that these factors have

a strong relationship with Buying behavior of parents.

Second, the Children‟s attitude towards Television advertising and Children‟s pester power

exercised the strongest total effect on Buying behavior of parents among the constructs. Finally,

there is a negative coefficient relating Entertainment and Children‟s attitude. The data was more

skewed towards children between age group of 12-14 years of age, who seem to have developed

their cognitive defenses well and want more of credible advertisements rather than just

entertainment. They do not completely trust the entertainment part shown in the advertisements.

They are aware of the fact that these advertisements sometimes exaggerate. This implies that as a

marketing manager, one should take care of what these urban kids want and not generalize the

advertisement strategy. A close inspection of the results suggest that the overall Children‟s

attitude is satisfactorily explained by the four factors which have been derived solely based on

literature review. All the four factors were found to be significant showing varied regression

weights with the focal construct, children‟s attitude. The children‟s attitude was found to have

significant regression weights with the focal construct, Pester power and was found to have

significant regression weights with the focal construct, Buying behaviour of parents. The

proposed model also explains the overall buying behaviour of parents getting influenced by

children‟s pester power as high as 70%.

The major findings of this study have the following important implications for managers and

marketers. In this era of globalised marketing, discernible changes are taking place in the market

place. While emergence of children as a powerful and potential segment prompted today‟s

marketers to communicate to them; children also expect intelligent communications from the

marketers. Children tend to believe the TV advertisements a lot which is indicated by the

Credibility factor. Here as a Marketer, one needs to realise that these children are in their

formative years of their life and any advertisement which delivers the message inappropriately

can make this segment adopt the product which can harm their future. Policy makers can also use

the information in developing policies aimed at protecting children from the negative effects of

undesirable ads. The results has direct implications for brand managers, advertising managers,

market researchers, any policy makers who are wanting to market a product to this segment

especially to female child. This study will help them to know what are the factors these


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tweenagers take into consideration while forming an attitude towards TV advertisements. This

study can be used by marketers in market segmentation for identifying the underlying factors on

which to segment the tweenagers. They can form different marketing strategies for different

groups of tweenagers by putting a relative emphasis on Entertainment, Likability, Credibility,

and on how to enhance the Likability.

As the study was undertaken taking few product categories into consideration. These product

categories include products like (Soaps, Hair Oil, Cooking Oil, Shampoo, Creams, Biscuits,

Toothpastes and Chocolates). These categories were identified as children in this age group

demonstrate visible discretionary choice in their purchase behavior for the same. It shall provide

important insights for companies to rethink about their advertisements, as Children are playing a

very important role in the buying behaviour of parents. Finally, it will identify the effects of

advertisements targeting Children on different age-groups of children.

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