HOW ARE CHILDREN'S ATTITUDES TOWARD ADS AND BRANDS AFFECTED BY GENDER-RELATED CONTENT IN ADVERTISING?

Past research of children's television advertising shows that gender-related content is very prevalent, yet the potential impact of that content on children's attitudes toward advertising messages and brands has received very little attention. To address this gap in the literature, this paper develops a conceptual framework, based on a synthesis of developmental psychology literature, to understand how children develop attitudes toward advertisements with gender-related content. Next, to examine the conceptual framework, the results of an experimental design study with eight- and nine-year-old children are reported, confirming the key relationships posited in the conceptual framework. Managerial and public policy implications based on this study are discussed.