Product-based programs: the marketing of aggressive child’s play

Meyer, Mirjana (2012). Product-based programs: the marketing of aggressive child’s play Honours Thesis, School of Psychology, The University of Queensland.

       
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Author Meyer, Mirjana
Thesis Title Product-based programs: the marketing of aggressive child’s play
School, Centre or Institute School of Psychology
Institution The University of Queensland
Publication date 2012-10-10
Thesis type Honours Thesis
Supervisor Mark Nielsen
Total pages 69
Language eng
Subjects 1701 Psychology
Abstract/Summary As the culture of consumerism extends to children, marketing agencies are finding new and innovative ways to promote their products. Product-based programming is one technique where the line between advertisement and television program is almost indistinguishable to its child viewers. These programs promote the products through special effects, appealing characters and must-have accessories, while the quality of the story is often neglected. The aim of the present study was to determine whether children would engage in more aggressive play after viewing a mildly-violent product-based program and being paired with the associated products. Thirty-six children were divided into pairs and randomly assigned to one of three conditions. In the first two conditions, the program-product association was introduced by pairing the product-based program with either: 1) products directly promoted within the show; or 2) products associated with, but not directly promoted within the show. The third condition had no program-product association, and instead children viewed an alternative program and played with unrelated products. Results revealed that children exposed to the direct program-product association played more aggressively than children with no program-product association, but less aggressively than children with an indirect program-product association. These findings are discussed in relation to increased child consumerism and childhood aggression.
Keyword Aggresive child's play
Marketing
Product-based programs

 
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Created: Thu, 07 Mar 2013, 11:05:21 EST by Mrs Ann Lee on behalf of School of Psychology