Creative Commons License

Türkmen A., Tolu H., Aliyev B. A.

WORLD CHILDREN CONFERENCE-III, Antalya, Turkey, 22 - 24 April 2022

  • Publication Type: Conference Paper / Unpublished
  • City: Antalya
  • Country: Turkey
  • Recep Tayyip Erdoğan University Affiliated: Yes


This study uses a progressive perspective to test and connect children's ability to distinguish between commercial and non-commercial content on the internet, their ability to attribute persuasive intent to online commercial content, and the effects of exposure to internet advertising. It assist the progressive model of children's cognitive processing of internet advertising by predicting relationships between hypotheses, key developmental abilities, children's cognitive defences against the internet advertising, and their consequences of effects. Finally, the research questions explore the predictive value of key cognitive and behavioural processing variables by age.

In the study, the conceptual differentiation and perspective taking were measured for 60 primary school students aged 6-8 and 9-10 years old. Participants were assigned a random title pop-up or ad game state and exposed to commercial and non-commercial content on a new website. The consequences of commercial/non-commercial discrimination, the attribution of persuasive intent, and the effects are evaluated. All children aged 6 to 10 have only a modest ability to distinguish  between commercial and non-commercial content online. Older children have no advantage over younger children in identifying commercial content, but older children perform significantly better at identifying non-commercial content. For both age groups, ad games are significantly more difficult to identify than pop-up or banner ads. Children's overall ability to the attribute persuasive intent to an internet advertisement is low. Older children perform significantly better than younger children, with no significant difference in the treatment conditions. The conceptual differentiation and the prior internet exposure predict commercial/non-commercial discrimination ability for the internet advertising. The visual perspective taking and social perspective attractive interact with commercial/non-commercial discrimination to predict the attribution of persuasive intent to an internet advertisement. Age is a stronger determinant of commercial/non-commercial discrimination than basic developmental skills and correlating persuasive intent. The attribution of persuasive intent and product memory does not make the results predictable as expected. However, children in any treatment group are significantly more likely to choose the advertised product than children in the starter group. Overall, this study provides a detailed assessment of age-related differences in children's understanding of key types of internet advertising. It also provides partial support for the theoretical claims underlying the developmental model of children's cognitive processing of internet advertising.

Keywords: Primary school student, Internet advertisements, Cognitive

                    processing, Behavioral responses