PT  - JOURNAL ARTICLE
AU  - Freeman, Dan
AU  - Shapiro, Stewart
TI  - Tweens' Knowledge of Marketing Tactics
AID  - 10.2501/JAR-54-1-044-055
DP  - 2014 Mar 01
TA  - Journal of Advertising Research
PG  - 44--55
VI  - 54
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/54/1/44.short
4100  - http://www.journalofadvertisingresearch.com/content/54/1/44.full
SO  - J Advert Res2014 Mar 01; 54
AB  - In this study, children between the ages of 8 and 12 were surveyed with regard to their awareness and evaluation of 10 relatively new and increasingly utilized marketing tactics. General skepticism about the truthfulness of promotional messages and materialistic values was also measured. Results showed that, for this preteen-age group (otherwise known as “tweens”), the awareness of implicit promotional tactics lagged behind their awareness of explicit tactics. Moreover, awareness of implicit tactics increased more rapidly with age than awareness of explicit tactics. The current study found that the awareness of explicit tactics was positively related to tweens' general skepticism regarding the truthfulness of promotional messages. The study highlights implications for consumer socialization, youths' vulnerability to advertising, fairness in marketing to this age group, and marketing management.