Even a 3-Year-Old Understands the Power of Advertising (LiveScience.com)

Having the "right" brand of jeans or the latest gadget

isn't just an annoying trait of teenagers (not to mention their parents). New

research found that even preschoolers are brand-conscious and can recognize

kiddie brand logos and products.

"Children as young as three are feeling social pressure

and understand that consumption of certain brands can help them through

life," said lead researcher Anna McAlister of the University of

Wisconsin-Madison. "Findings like this show us that we need to think about

materialism developing in very young children."

She added, "We also need to realize that it's not

completely 'safe' to leave a 3-year-old alone with a TV set without proper

supervision or a parent to help them to understand that they are on the

receiving end of targeted advertising."

The B-word

Until now, most research had suggested children don't have an

understanding of brands until age 8 or older. But the few studies that have

looked at younger kids often relied on methods that weren't kid-friendly,

McAlister said.

For instance, some flat-out asked the 3-year-olds something

along the lines of, "What is your favorite brand?" Many of these

children can't read yet and don't yet know the "B-word," McAlister

said.

Another past study showed young kids pictures of a child

wearing either Walmart or Nike jeans and asked if the young participants wanted

to play with the child in the ad.

"My argument is kids don't care what kids are wearing.

Put a Lego and another brand of toy in their hand, and I can almost guarantee

you if he's holding a Lego they're going to want to play with him,"

McAlister told LiveScience. "What matters are toys and soft drinks and

fast food."

Kid brands

McAlister and her colleague T. Bettina Cornwell of the University of Michigan tested brands

targeted at young kids and also used pictures to help participants

communicate their understanding of brands.

In the first part of the study, 38 children ages 3 to 5 who

lived in Brisbane, Australia, looked at brand-name logos for 50 brands across

16 product categories, such as toys, electronics, clothes and fast food. To

assess brand recognition, researchers asked kids various questions, including:

"Have you seen this before?" and "What types of things do they

make?" Kids looked at products geared toward their audience as well as those targeted at the

12-and-up group.

Results varied across products and brands, ranging from zero

recognition to 93 percent for a fast-food brand. As expected, they were most

familiar with the kiddie brands, recognizing them more than 50 percent of the

time compared with just over 20 percent recognition for brands not specifically

targeted at their age group.

Judgmental tots

To figure out whether children really "got" the

brands, in the next part of the study the researchers had 42 3-to-6-year olds

determine which products belonged to which brand. For example, a researcher showed

the kids two boards, one with the McDonald's logo and the other of Burger King.

Then, participants had to place smaller picture cards of various products, such

as one showing a French fry box or a Hamburglar figure, onto the appropriate

board.

Brands also included toys (Hot Wheels, Lego, My Little Pony

and Bratz), soft drinks (Coke and Pepsi),

and entertainment (Disney and Warner Brothers).

Kids answered seven questions about each brand, including

its perceived quality ("Are their things great or terrible or somewhere in

between?"), how it related to a user's attributes like popularity

("If another child has [brand], how many friends will s/he have ... lots or

just a few or somewhere in between?"), and purchase intent.

"Surprisingly, there were children as young as three

who were making very strong judgments when comparing McDonald's and Burger

King," McAlister said.

Here are some examples of kids' responses:

When asked about Lego, one child said, "It's really fun

and I have to have it. If I have it everyone wants to come to my house to play.

If you don't have it they maybe don't like you."

"So they seemed to have a half-decent idea about what

was going on. It's still not 'mastered' at this age. We didn't have a single

child who could answer all seven questions in a meaningful way for every brand

we looked at," McAlister said.

Brand savvy

The kids who were best at understanding the brands were also

kids with more advanced social

skills and a particular type of cognitive development.

The specific social skills involved whether a child was able

to think about others' thoughts and use that to predict what that person might

do. If you asked a kid who had this so-called theory of mind what his mom would

want for her birthday, he might say, "She likes perfume." A child who

doesn't have this ability might say, "Mom wants ice cream," or

"Mom wants a Barbie doll," McAlister explained, adding these kids

just talk about what they want.

As for how social savvy could relate to understanding

brands, McAlister said, "Children who are able to think about the thoughts

of other people are better able to dig out a toy and say 'I'm going to take

this Lego to preschool because other kids at school will like it ... and think

I'm cool.'"

The kids with brand know-how also showed a higher level of

executive function, which is a cognitive ability that has to do partly with

categorization and grouping things together.

McAlister says the findings could help to tease out why children like certain brands and products, and why,

for instance, they'll go so far as throwing temper tantrums over these desires.

Parents can also take note:

"If you have a feeling that your child is very mature

socially, you might want to put some more effort into monitoring their TV

time or access to advertisements, because those are the kids who are really

taking a lot away when they see an ad," McAlister said.

The research is detailed in the March issue of the journal Psychology

& Marketing.

Taken from here