Expert or naive level? Detection and confidence by children of the advertising they receive through their mobile devices. User Profiles

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Published 29-05-2020
Beatriz Feijoo Fernández
Charo Sádaba Chalezquer
Simón Bugueño Ipinza

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.



How to Cite

Feijoo Fernández, B., Sádaba Chalezquer, C., & Bugueño Ipinza, S. (2020). Expert or naive level? Detection and confidence by children of the advertising they receive through their mobile devices. User Profiles. ZER - Journal of Communication Studies, 25(48). https://doi.org/10.1387/zer.21520
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