|Appears in Collections:||Marketing and Retail Conference Papers and Proceedings|
|Title:||The Family Inheritance - Are Attitudes to Advertising Kept in the Family?|
|Citation:||Tinson J & Nancarrow C The Family Inheritance - Are Attitudes to Advertising Kept in the Family?, Market Research Society Annual Conference, March 2006, London, UK, London, UK, 31.3.2006 - 31.3.2006.|
|Conference Name:||Market Research Society Annual Conference, March 2006, London, UK|
|Conference Location:||London, UK|
|Abstract:||It is more than 20 years since the concept of the segmentation of consumers based on their attitudes towards advertising was introduced and audience members were categorised as Accepters, Players, Rejecters or Uninvolved. It seemed likely at the time, and has since been demonstrated, that these attitudes could affect the way in which people react to advertising and as such had implications for marketers. More recently, the notion of marketing 'savvy' has become a topic of interest, particularly in relation to children and their sophistication in the marketing place. This paper brings together these two themes on a study of 524 children aged 10-16. Mothers of the children were also interviewed. The segmentation identifies two key groups with opposing attitudes - the Players and the Rejecters, the former of which is far more open to advertising messages than is the latter. There appears to be no relationship between the child's disposition to TV advertising and that of the mother's. Interestingly, Players amongst children decline as age increases. In terms of which group is the more savvy the outcome depends on whether the measure is based on the mother's perception or based on a surrogate measure, namely, the degree of involvement in shopping related activities. Interestingly the authors note a possible change in the adult audience pro.le with Rejecters in particular on the increase and the Uninvolved in decline. Explanations and lines for further investigation are offered.|
|Rights:||The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.|
|Affiliation:||Marketing and Retail Division|
University of the West of England
|Tinson_2006_The_Family_Inheritance.pdf||381.76 kB||Adobe PDF||Under Embargo until 31/12/2999 Request a copy|
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependant on the depositor still being contactable at their original email address.
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
If you believe that any material held in STORRE infringes copyright, please contact firstname.lastname@example.org providing details and we will remove the Work from public display in STORRE and investigate your claim.