Preschool children's brand symbolism understanding: Links to social and cognitive development

McAlister, Anna R. and Cornwell, T. Bettina (2008). Preschool children's brand symbolism understanding: Links to social and cognitive development. In: Maria L. Cronley and Dhananjay Nayakankuppam, The Proceedings of the Society for Consumer Psychology 2008 Winter Conference. Society For Consumer Psychology (SCP) Annual Conference 2008, New Orleans, LA, U.S.A., (303-305). 21-23 February 2008.


Author McAlister, Anna R.
Cornwell, T. Bettina
Title of paper Preschool children's brand symbolism understanding: Links to social and cognitive development
Conference name Society For Consumer Psychology (SCP) Annual Conference 2008
Conference location New Orleans, LA, U.S.A.
Conference dates 21-23 February 2008
Convener Society For Consumer Psychology
Proceedings title The Proceedings of the Society for Consumer Psychology 2008 Winter Conference
Publication Year 2008
Sub-type Fully published paper
Editor Maria L. Cronley
Dhananjay Nayakankuppam
Start page 303
End page 305
Total pages 3
Language eng
Formatted Abstract/Summary
This research is used to assess cognitive ability, theory of mind, and executive functioning as predictors of emerging brand symbolism understanding. For the purpose of this study, brand symbolism understanding is defined as an understanding of the meanings attributed to various brand names. It includes an appreciation of the ways in which a brand name symbolizes user qualities (e.g., popularity, user image) as well as information about the products or services encompassed by the brand (e.g., perceptions of quality).

These findings contrast with the existing view that preschool children do not have sophisticated brand knowledge. The significance of theory of mind and executive functioning aligns with current theories of children’s development. It is suggested that future marketing studies continue to examine individual differences in children’s development, while controlling for age and language ability.
Subjects 1799 Other Psychology and Cognitive Sciences
Q-Index Code EX
Q-Index Status Provisional Code

 
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Created: Fri, 02 Jul 2010, 12:39:36 EST by Jon Swabey on behalf of Faculty of Business, Economics & Law