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- Title
¿Nivel experto o ingenuo? Detección y confianza de los niños en la publicidad que reciben a través de sus dispositivos móviles. Perfiles de usuario.
- Authors
Feijoo Fernández, Beatriz; Sádaba Chalezquer, Charo; Bugueño Ipinza, Simón
- Abstract
This research focuses on analyzing children's attitude towards advertising they perceive on the mobile in terms of detection, level of attention and trust, which are key variables in the ability to mediate with the ads persuasive effect. To this avail, 501 boys and girls aged 10 to 14 years and living in the Metropolitan Region of Santiago de Chile were surveyed. A cluster analysis revealed four user profiles: «distrustful detectors, «distrustful non-detectors», «confident non-detectors» and «best detectors». This research seeks to reflect on the importance of critical thinking development among children and to guide advertising literacy towards an attitudinal dimension which would seem to improve its effectiveness.
- Subjects
CHILDHOOD attitudes; CRITICAL thinking; ADVERTISING; ATTENTION; TRUST
- Publication
Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria, 2020, Vol 25, Issue 48, p227
- ISSN
1137-1102
- Publication type
Article
- DOI
10.1387/zer.21520