Citation:

Anjali Kushwaha. "The Susceptibility of Children to Advertisements: A Literature Review" International Research Journal of Economics and Management Studies, Vol. 3, No. 8, pp. 292-296, 2024.

Abstract:

Children are very much susceptible to advertisements which is why this topic has been the most debatable subject for many years. If we compare children with adults, children who belong to the analytical stage (according to Piaget's theory of cognitive development), i.e. 7 to 11 years, are considered to be very susceptible to advertising and consequently very responsive to it. The reason for the vulnerability is that children could not understand the intent of advertisers as advertising literacy is very low in children. This paper is all about how children are susceptible to advertising, which has been discussed over the years; for that, we have taken into account the research papers from 1990 to 2023. We have focussed on the unintentional impact of advertising upon children and their cognitive knowledge and defence mechanism for advertising. In the end, we have discussed the scope for future research, which has not been addressed to date on children's susceptibility to advertising.

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Keywords:

Advertising literacy, Advertising defence, Children, Susceptibility.