Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Conference Papers and Proceedings
Author(s): Tinson, Julie
Nancarrow, Clive
Contact Email:
Title: The Family Inheritance - Are Attitudes to Advertising Kept in the Family?
Citation: Tinson J & Nancarrow C (2006) The Family Inheritance - Are Attitudes to Advertising Kept in the Family?. Market Research Society Annual Conference, March 2006, London, UK, London, UK, 31.03.2006-31.03.2006.
Issue Date: 31-Mar-2006
Date Deposited: 17-Apr-2013
Conference Name: Market Research Society Annual Conference, March 2006, London, UK
Conference Dates: 2006-03-31 - 2006-03-31
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.
Status: VoR - Version of Record
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.
Licence URL(s):

Files in This Item:
File Description SizeFormat 
Tinson_2006_The_Family_Inheritance.pdfFulltext - Published Version381.76 kBAdobe PDFUnder Embargo until 3000-01-01    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 dependent 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.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.