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Direct linkRozendaal, Esther; Buijzen, Moniek; Valkenburg, Patti M. – Human Communication Research, 2012
This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes:…
Descriptors: Advertising, Structural Equation Models, Protocol Analysis, Children
