Featured Research

from universities, journals, and other organizations

They’re grrrreat! How do brands create loyalty that lasts a lifetime?

Date:
March 11, 2014
Source:
Journal of Consumer Research, Inc.
Summary:
From a very young age, children are targeted with advertising messages that emphasize fun and happiness, especially for food products and toys. But what happens to these beliefs once the child is grown? According to a new study, children develop brand loyalty and biases that carry over into their adult lives and are often difficult to change.

From a very young age, children are targeted with advertising messages that emphasize fun and happiness, especially for food products and toys. But what happens to these beliefs once the child is grown? According to a new study in the Journal of Consumer Research, children develop brand loyalty and biases that carry over into their adult lives and are often difficult to change.

"Our research provides an initial investigation into how exposure to ads in childhood can lead to enduring biases that favor products associated with the ads once the kids grow up," write authors Paul M. Connell (Stony Brook University), Merrie Brucks, and Jesper H. Nielsen (both University of Arizona).

In four studies, the authors examined adults' judgments of the healthiness of various products, some of which were heavily advertised in their childhood years. Participants viewed images of characters that would have been widely advertised when they were children. Study results showed that when exposed to advertising using characters before age 13, we develop positive long-term feelings towards the characters and the brands' nutrition for years to come.

Additionally, the researchers found that people who harbor strongly positive feelings toward the advertising character resist changing their minds about the products featured in the ads. They discovered that these effects are not limited to the products that were originally advertised. That is, if people continue to have positive feelings toward advertising characters, then they also rated fictitious new brand extensions as healthier.

The findings may give some insight into public health and safety campaigns aimed at children. Companies producing health-oriented media campaigns targeted at children could aim to relate to children on an emotional level, for example, by emphasizing loveable characters and fun narratives.

"These results are interesting for consumers themselves, particularly parents," the authors conclude. "We recommend adults reexamine the nutrition labels on favorite products from childhood, and also suggest that parents discuss the persuasive nature of advertising with their children -- encouraging them to develop critical thinking skills in response to advertising messages."


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Paul M. Connell, Merrie Brucks, and Jesper H. Nielsen. How Childhood Advertising Exposure Can Create Biased Product Evaluations That Persist into Adulthood. Journal of Consumer Research, June 2014

Cite This Page:

Journal of Consumer Research, Inc.. "They’re grrrreat! How do brands create loyalty that lasts a lifetime?." ScienceDaily. ScienceDaily, 11 March 2014. <www.sciencedaily.com/releases/2014/03/140311123921.htm>.
Journal of Consumer Research, Inc.. (2014, March 11). They’re grrrreat! How do brands create loyalty that lasts a lifetime?. ScienceDaily. Retrieved July 24, 2014 from www.sciencedaily.com/releases/2014/03/140311123921.htm
Journal of Consumer Research, Inc.. "They’re grrrreat! How do brands create loyalty that lasts a lifetime?." ScienceDaily. www.sciencedaily.com/releases/2014/03/140311123921.htm (accessed July 24, 2014).

Share This




More Mind & Brain News

Thursday, July 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Idaho Boy Helps Brother With Disabilities Complete Triathlon

Idaho Boy Helps Brother With Disabilities Complete Triathlon

Newsy (July 23, 2014) An 8-year-old boy helped his younger brother, who has a rare genetic condition that's confined him to a wheelchair, finish a triathlon. Video provided by Newsy
Powered by NewsLook.com
Huge Schizophrenia Study Finds Dozens Of New Genetic Causes

Huge Schizophrenia Study Finds Dozens Of New Genetic Causes

Newsy (July 22, 2014) The 83 new genetic markers could open dozens of new avenues for schizophrenia treatment research. Video provided by Newsy
Powered by NewsLook.com
Why Do People Believe We Only Use 10 Percent Of Our Brains?

Why Do People Believe We Only Use 10 Percent Of Our Brains?

Newsy (July 22, 2014) The new sci-fi thriller "Lucy" is making people question whether we really use all our brainpower. But, as scientists have insisted for years, we do. Video provided by Newsy
Powered by NewsLook.com
Do Obese Women Have 'Food Learning Impairment'?

Do Obese Women Have 'Food Learning Impairment'?

Newsy (July 18, 2014) Yale researchers tested 135 men and women, and it was only obese women who were deemed to have "impaired associative learning." Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins