MODULE III MODULE III Culture and Consumer behaviour
MODULE III
MODULE III Culture and Consumer behaviour: Core culture and sub cultures. Role of culture in consumer buying behaviour. Profile of Indian consumers; Behavioural patterns of Indian consumers; Problems faced by Indian consumers; Consumer protection in India; Public policy and consumer behaviour.
Culture
• Culture: “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man as a member of society. ” • Culture includes almost everything that influences an individual’s thought processes and behaviours
WHAT IS CULTURE SIMILAR ABOUT. . • • • Marriage Birth Death Shelter Food Property rights Family groups Status differences Magic / luck superstitions • • • Hospitality Greetings Joking Cooking Personal names Language Gestures Music and dance Cleanliness training
Culture Sub- culture Social class culture Cross culture UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Culture and consumer behavior • Culture satisfies needs: -culture exists to satisfy the need of the people within society. -Satisfy needs of people by guidance, suggestion, Standard practices, physiological, personal, and social needs etc. -Ex. Tell us about food habits, dress code, worship, rituals about birth, death & social occasions. -culture is generally consistent & enduring & followed as long as it satisfies needs of people. -It changed/replaced as and when it does not solve its very purpose.
TWO APPROACHES TO UNDERSTANDING CULTURAL INFLUENCES • Examine its “content” – includes characteristic behaviors, norms, goals, values, traditions, customs etc. • Examine its “structure” – how content is generated and distributed in the culture, i. e. , the “structure” of culture.
CULTURE AS A PROCESS • Examines how cultural meanings are moved from different aspects of the society. • Assumes that cultural meanings reside in: – the social and physical environment – products and services – individual consumers • Marketing strategies move meanings from environment to products and consumption rituals move meanings from products to consumers.
Characteristics of culture • • • Culture is a learned response. Culture includes inculcated values. Culture is a social phenomenon. Culture is gratifying and continues for a long time. Cultures are similar and yet different. Culture prescribes the ideal standards of behavior.
Culture & consumer behavior • Culture is learned: -Culture I learned at childhood itself from the social environment. Often we are children play and enact the real life situation of social & culture ritual. • Three distinct forms of culture learning.
Cont. ………. . • Formal learning: what the elder family member teach the younger one how to behave. • Informal learning: what the child learns primarily by imitating the behavior of selected others such as family, friend, or TV heroes. • Technical learning: In which teacher instruct the child in an educational environment about what should be done, how it should be done, and why it should be done.
Culture & consumer behavior • Sharing of culture: Culture is transferred through family, schools, houses of worship, and media • Culture is dynamic: - Change occur due to Technology, Migration, Population shift, Resource shortages, wars, Changing values etc. - Also known as ‘ TREND’. ( Ex, Fashion, Automobile, Foods, Entertainment, Lifestyles, women work outside the home are few Hot object to study.
Culture Is Learned Issues • Enculturation: the learning of one’s own culture. Acculturation: The learning of a new or foreign culture. • Language and symbols: Marketers must choose appropriate symbols in advertising. • Ritual: A ritual is a type of symbolic activity consisting of a series of steps (multiple behavior) occurring in a fixed sequence and repeated over time. • Rituals extend over the human life cycle • Marketers realize that rituals often involve products.
Diversity by Indian Railways Amul Emerging Culture Indian village by Ritual & Tradition
CULTURE IS LEARNED Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of culture • Enculturation – The learning of one’s own culture • Acculturation – The learning of a new or foreign culture
CULTURE IS LEARNED Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of culture Copyright 2007 by Prentice Hall • Without a common language shared meaning could not exist • Marketers must choose appropriate symbols in advertising • Marketers can use “known” symbols for
THIS WEB SITE EXPLORES ANIMALS AS SYMBOLS FOR ADVERTISING. THIS AD USES THE SYMBOL OF A MAGNET TO EMPHASIZE ITS BENEFITS.
CULTURE IS LEARNED Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of culture • A ritual is a type of symbolic activity consisting of a series of steps • Rituals extend over the human life cycle • Marketers realize that rituals often involve
Selected Rituals and Associated Artifacts SELECTED RITUALS TYPICAL ARTIFACTS Wedding White gown (something old, something new, something borrowed, something blue) Birth of child U. S. Savings Bond, silver baby spoon Birthday Card, present, cake with candles 50 th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life together Graduation Pen, U. S. Savings Bond, card, wristwatch Valentine’s Day Candy, card, flowers New Year’s Eve Champagne, party, fancy dress Thanksgiving Prepare a turkey meal for family and friends
CULTURE IS LEARNED Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of Culture • To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society • Culture is transferred through family, schools,
Culture exist & reveals at different levels. - Supranational level- Reflects different dimensions of multiple cultures/ different society of nations - National level- dimensions of culture of country and national characters. - Group level- Held with in a country with various sub-divisions of the society like family, reference group, & other closely held group.
Myths • Stories with symbolic elements that represent the shared emotions/ideals of a culture • Story characteristics • Conflict between opposing forces • Outcome is moral guide for people • Myth reduces anxiety by providing guidelines • Stories that express a culture’s values, and in modern times marketing messages convey these values.
Functions of Myths Metaphysical Help explain origins of existence Cosmological Emphasize that all components of the universe are part of a single picture Sociological Maintain social order by authorizing a social code to be followed by members of a culture Psychological Provide models for personal conduct
Myths Abound in Modern Popular Culture Myths are often found in comic books, movies, holidays, and commercials Monomyths: a myth that is common to many cultures (e. g. , Spiderman and Superman) Many movies/commercials present characters and plot structures that follow mythic patterns
How Do These Myths Relate to Consumer Behavior? People may just use products because they think that they have to People may not understand if there is a reason for such use - is chicken soup really good for a cold? People may not accept your product if there is a better alternative, even if it’s not in the same product class – we find this in bringing innovations to new markets There may be certain expected behavior for the giver and for the receiver
Rituals are sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically Many of our consumption activities including holiday observances, grooming, and gift giving are rituals. Many consumer activities are ritualistic ◦ Trips to Starbucks ◦ Sunday brunch
Impact of Culture Norms—ranges Cultural Values of appropriate behavior Consumption Patterns
THEORETICAL MODEL OF CULTURES’ INFLUENCE ON BEHAVIOR
technologies that are used to produce, distribute, and consume goods and services SOCIAL INTERACTIONS AMONG PEOPLE; NUCLEAR FAMILY, EXTENDED FAMILY; REFERENCE GROUPS Social Interaction Material Life values shape people’s norms and standards Language Components of culture Value System Aesthetics Education One of the major vehicles to channel from one generation to the next Religion language has two parts: the spoken and the silent language ideas and perceptions that a culture upholds in terms of beauty and good taste community’s set of beliefs that relate to a reality that cannot be verified empirically
MATERIAL CULTURE • It refers to tools, artifacts and technology. Before marketing in a foreign culture it is important to assess the material culture like transportation, power, packaging, communications, supply of raw materials and financing need to be investigated first. • It includes the techniques and know-how used in the creation of goods and services, the manner in which the people of the society use their capabilities, and the resulting benefits. • When one refers to an 'industrialized' or a 'developing' nation, one is really referring to a material culture. • The material culture of a particular market will affect the nature and extent of demand for a product
• The material culture of a country may also necessitate modifications to the product in terms of weights and measurements that have to be converted to those applicable in the importing country (ex-US uses measures such as miles, gallons and pounds, whereas most other parts of the world use the metric system kilometers, liters and kilograms). • Material culture can also have a significant effect on the proposed marketing and distribution strategies. like-highways and rail transport are the principal means of moving goods within the US, rivers and canals are used extensively in certain European countries.
LANGUAGE • If promotional material needs to be prepared in a foreign language, it is important to ensure that none of the meaning is lost or distorted when the information is translated. Thus, translations should be undertaken within the country concerned or at least by a native of the country in question AESTHETICS • Aesthetics refer to the ideas in a culture concerning beauty and good taste as expressed in the arts -music, art, drama and dancing and the particular appreciation of colour and form. Like African music is different in form to Western music. • Aesthetic differences affect design, Colours, packaging, brand names and media messages. Ex: Englishman's bowler hat.
EDUCATION � It refers to the transmission of skills, ideas and attitudes as well as training in particular disciplines. Education can transmit cultural ideas or be used for change, for example the local university can build up an economy's performance. RELIGIOUS BELIEFS • Although very few religions influence business activities directly, the impact of religion on human value systems and decision-making is significant. • A society's religious belief system is often dependent on its stage of human or economic development. They tend to be superstitious about life in general while people in technologically advanced cultures seem to focus on scientific approaches of business only
SUBCULTURE
SUBCULTURE • Sub-culture is defined as a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Ex. Nationality, social class, Religion, Language, Age, Gender.
SUBCULTURES � Subgroups of people who don’t think/ behave alike. They share most of society’s norms, values, beliefs but they change some of society’s ideas to reflect more closely to their own needs. Important features of subculture: � Provide a sense of belonging and identity. � develop unique features � rules of behavior are set up for dealing with the outside world. � supports group members in their daily activity � even if they are ridiculed by other groups in society, subculture members know that upon returning on their own, they will receive social support and approval � Special signals- they are the same with the way they use language, dress, handshakes. They uses special signals to notice/ identify each other without being notice by an outsiders
TYPES OF SUBCULTURE � Nationality Subculture – Ex: Indians born in US and Indians born in India. US- Indians are influenced by Indian food, tradition, custom, beliefs etc. � Religious Subculture- purchasing is done according to the religious identity or influenced by religious identity. � Geographic and regional subculture- Consumption and eating habits depends on geographic conditions and region like Energy drinks are more prefer by San Francisco rather then Philadelphia, Ground Coffee is more liked by Boston people rather then Los Angeles one. � Racial Subculture- Differences in lifestyle, consumer spending patterns etc. � Age Subculture � Gender Subculture- Masculine/ Feminine Market with their respective products
HOW DOES SUBCULTURE AFFECT CONSUMER BEHAVIOR? • How does subculture affect – the needs we recognize? – how we search? – our evaluation of alternatives? – our shopping habits? – consumption habits? – how we dispose of products?
SUBCULTURES AND CONSUMER BEHAVIOR – A distinct cultural group that exists as an identifiable segment within a larger, more complex society. – Ethnic , Religious , Disabilities – Age, Any others? Ex: Subcultural Traits of Hispanic Americans Dominant Cultural Traits of U. S. Citizens Subcultural Traits of Asian Americans
Examples of Major Subcultural Categories CATEGORIES EXAMPLES Nationality Greek, Italian, Russian Religion Catholic, Hindu, Mormon Geographic region Eastern, Southwestern Race African American, Asian Age Teenagers, Xers, elderly Gender Female, male Occupation Bus driver, cook, scientist Social class Lower, middle, upper
Types of Subcultures Categories Examples of Subcultures Age Adolescent, young adult, middleaged, elderly Ethnic Origin African, Hispanic, Asian, European Gender Female, male Income Level Affluent, middle income, poor, destitute Nationality French, Malaysian, Australian
Types of Subcultures (cont. ) Categories Examples of Subcultures Religion Jewish, Catholic, Mormon, Buddhist Family Type Single parent, divorced/no kids, two parents/kids Occupation Mechanic, accountant, priest, clerk Geographic region New England, Southwest, Midwest Community Rural, small town, suburban, city
AGE SUBCULTURE & CONSUMER IDENTITY • A consumer’s age exerts a significant influence on his/her identity – We have many things in common with others because they are about the same age. • Age cohort (“my generation”) – Marketers target specific age cohorts • Feelings of nostalgia – Our possessions let us identify with others of a certain age/life stage
IMPORTANCE OF SUBCULTURES Identification with core culture Core culture values and norms Identification with a subculture Subculture values and norms Mass market behaviors Individuals Unique market behaviors
ACCULTURATION The process by which people in one culture or subculture come to understand adapt to the cultural meanings used in another culture or subculture. Consumer acculturation – how people acquire the ability and cultural knowledge to be a skilled consumer in a different culture or subculture. • • Honeymoon stage Rejection stage Tolerance stage Integration stage
Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different.
Basic Research Issues in Cross-Cultural Analysis FACTORS EXAMPLES Differences in language and meaning Words or concepts may not mean the same in two different countries. Differences in market segmentation opportunities The income, social class, age, and sex of target customers may differ dramatically in two different countries. Differences in consumption patterns Two countries may differ substantially in the level of consumption or use of products or services. Differences in the perceived benefits of products and services Two nations may use or consume the same product in very different ways.
continued FACTORS EXAMPLES Differences in the criteria for evaluating products and services The benefits sought from a service may differ from country to country. Differences in economic and social conditions The “style” of family decision making may and family structure vary significantly from country to country. Differences in marketing research and conditions The types and quality of retail outlets and direct-mail lists may vary greatly among countries. Differences in marketing research possibilities The availability of professional consumer researchers may vary considerably from country to country.
Divisions of Sub-culture Nationality subculture: with in a particular country like in India- • Anglo Indians-A person of mixed English and Indian descent • Parsees-The Parsis came to India sometime around the 10 th century A. D. to escape Arab persecution in Persia which began in the 7 th century.
Cont. ……. Mughals- Mogul Muslim empire in India, 1526– 1857. The dynasty was founded by Babur. who came from Farghana, now in Uzbekistan. Pathans-Pathans came from Afghanistan As a vendor and businessmen. They had living in community different area in India.
Divisions of Sub-culture • Religious sub-culture : Based on different faiths, Beliefs, & Religion. Like. Muslims Sikhs Christians Hindus Buddhists
Subculture & consumer behavior • Geographic & Religious sub-culture; Ex. South Indians, Northeast Indians. • Racial sub-culture: In Caucasians, Africans, Asian, American & American Indians.
Subculture & consumer behavior • Age sub-culture : Generation Y market Generation X market Baby Boomer market Older Customer Gender as subculture- All societies have assigned different traits & roles for Males females, Homemakers for females etc.
AGE SUBCULTURE & CONSUMER IDENTITY • A consumer’s age exerts a significant influence on his/her identity – We have many things in common with others because they are about the same age. • Age cohort (“my generation”) – Marketers target specific age cohorts • Feelings of nostalgia – Our possessions let us identify with others of a certain age/life stage
Marketers focus • Marketers focus on satisfying traditional tastes & preferences. • Companies are now focusing more on Age sub-culture & gender subculture. • For Ex. 1) Lifestyle 2) Levies 3) Upcoming segment of Unisexual saloons. 4) Automobiles like TVS- Scotty & Bajaj-pulsar etc.
MAJOR AGE SUBCULTURES Generation X Market Generation Y Market Seniors Market Baby Boomer Market
• Increasing influence on purchasing • Increasing spending power Born between 1977 and 1994; Generation Y • Preoccupied with their appearance • They are open to new ideas and new products • Avid television viewers also called echo boomers and millennium generation. • Gen Y Adults • Gen Y Teens • Gen Y Tweens
Generation X Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters).
GENERATION X (1960 – 1976) • About 46 million people • They are distrustful of marketing • They look for a balance between work and leisure • Gen X-ers are close to their parents and they tend to live at home • They are not drawn to traditional forms of advertising (i. e. , hyping up products) • Gen X-ers express their need to stay in control by purchasing communications equipment such as beepers, fax machines, e-mail, and mobile phones • They prefer products based on their practicality
• The largest age category alive Individuals born between 1946 and 1964 Baby Boomers (approximately 45 percent of the adult population). today • Frequently make important consumer purchase decisions • trendsetting consumers -who influence consumer tastes of other age segments
BABY BOOMERS (1946 – 1965) • About 78 million • Total income is over $1 trillion, increasing at a rate of 10% per year (versus 5% for the rest of the population) • They have a high level of education • They have more discretionary income than other groups and they buy more and save less • Boomers are health conscious • Active and physically fit • Currently in peak earning years – Food, apparel, and retirement programs – “Midlife crisis” products
BABY BOOMERS (CONTINUED) • They are becoming less materialistic in outlook & their product & service selections reflect their concern for the environment & quality of life • They use credit cards and buy expensive exercise equipment • Boomers keep up with fashions • The marketing of nostalgia works well with them (especially older baby boomers)
Generally older consumers. Consist of Seniors subcultures, including the 50 -plus market and the “elderly consumers” market.
SENIORS (1912 – 1952) • There were approx. 35 million people over 65 in 2000 – it is the fastest growing segment of the population • Four subsegments based on age, activity level, health, and mobility – Older (age 55 – 64) Elderly (aged 65 – 74) – Aged (aged 75 – 84) Very old (85+) • Households are small and their need for new purchases is limited • They enjoy convenience in the marketplace and appreciate their leisure time • They spend more on themselves • They perceive themselves as younger than their years – cognitive age vs. chronological age • Although brand loyal, they tend to try new products or brands if given good reasons to do so
MEASUREMENT OF CULTURE • Content Analysis • Consumer Fieldwork • Value Measurement Instruments
MEASURING CULTURAL CONTENT • Content Analysis: – examine objects produced by the culture such as arts, advertisements, comic books, literature, movies, products etc. • Ethnographic Fieldwork: – observe consumers’ emotional, cognitive and behavioral responses in ordinary lives and interpret meanings. • Measure Values (Rokeach, VALS) and Core Values
A method for systematically analyzing the content of verbal Content Analysis and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.
A cultural Consumer Fieldwork i) Field Observation measurement CHARACTERISTICS: technique that • Takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness). • Performed sometimes without the subject’s awareness • Focuses on observation of behavior
Researchers who participate in ii) Participant. Observers the environment that they are studying without notifying those who are being observed.
VALUE MEASUREMENT SURVEY INSTRUMENTS • Rokeach Value Survey (RVS) – A self-administered inventory consisting of eighteen “terminal” values (i. e. , personal goals) and eighteen “instrumental” values (i. e. , ways of reaching personal goals) • List of Values (LOV) – A value measurement instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey • Values and Lifestyles (VALS) – A value measurement based on two categories: self-definition and resources
CULTURAL AND CROSSCULTURAL INFLUENCES
Variables Influencing Cross-Cultural Marketing Strategies Language Demography Consumer Behavior Values Non-verbal communication Marketing strategy The behavior which the consumer shows while he/she are searching, purchasing, using, evaluating and disposing the product and its service which satisfies ones own needs is said to be Consumer Behavior.
Cross-Cultural Variations: Non-Verbal Communications) • Symbols • Time • Agreements • Space • Etiquette • Friendship • Environment • Things UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Time Perspective: Monochronic Ú One thing at a time Ú Concentrate on one job Ú Deadlines matter Ú Commitment to task Ú Adhesion to plans Ú Promptness is valued Ú Short-term relationships Polychronic Ú Many things at once Ú Highly distractible Ú Deadlines are secondary Ú Commitment to people Ú Changing plans is easy Ú Promptness depends Ú Long-term preferred
Other –oriented values: Individual & collective Romantic oriented Adult & child Competition & cooperation Masculine & feminine Youth & age
ROLE OF MARKETING STRATEGIES • Advertising uses symbols (slice of life from small-town America) to transfer meanings from the society to products (Chevrolet, the Heartbeat of America). – symbols are words, objects, events, images that “stand for something” and widely accepted by the members of the culture. • Price may signify status • Product design (the PT Cruiser from Chrysler)
BEHAVIOUR OF INDIAN CONSUMERS
PROBLEMS FACED BY INDIAN CUSTOMERS 92
CONSUMER PROTECTION ACT, 1986 93
CONSUMER PROTECTION ACT, 1986 ØEnacted to provide for the better protection of the interest of consumer ØAct applies to whole of India except Jammu and Kashmir ØThe act was amended in 2002 and the amendments came into force w. e. f. 15 th March 2003. 94
WHO IS A CONSUMER ? Ø Any person who buys goods or avails services for consideration Ø Consideration may be fully paid, partially paid or fully promised to be paid or partially promised to be paid Ø Any body who uses the goods or services with the consent of the consumer 95
WHAT IS A COMPLAINT? A trader or service provider as the case may be have been charged for the goods or for the services mentioned in the complaint, a price in excess of the price a) fixed by or under any law for the time being in force; b) displayed on the goods or any package containing such goods; c) displayed on the price list exhibited by him by or under any law for the time being in force; d) agreed between the parties. 96
WHAT IS A DEFECT ? ØFault ØImperfection ØShortcoming In the ØQuality ØQuantity ØPotency ØPurity Or ØStandards Which is required to be maintained by or under any law for the time being in force 97
CONSUMER DISPUTE REDRESSAL AGENCIES 1) A Consumer Dispute Redressal Forum at the District level. 2) A Consumer Dispute Redressal Commission at the State level. 3) A National Consumer Dispute Commission at national level. Redressal 98
JURISDICTION Forum / Commission Where the value of the goods or services and the compensation, if any claimed, District Forum Does not exceed Rs. 20 lakhs State Commission Rs. 20 lakhs and above but not exceeding One Crore National Commission Above One Crore Besides, State and National Commission have appellate jurisdiction also. 99
FILING OF COMPLAINTS A complaint may be filed by a) The consumer to whom the goods are sold or services are provided b) Any recognised consumer association c) One or more consumers with same interest d) The central government or state government 100
FILING OF COMPLAINTS The Fee for filing the Complaint for the district forum is as under Sr. No. Value of Goods / Service and Compensation Amount of Fees 1) Upto Rs. 1 lakh rupees Rs. 100 2) Rs. 1 Lakh and above but less than Rs. 5 lakhs Rs. 200 3) Rs. 5 Lakhs and above but less than Rs. 10 lakhs Rs. 400 4) Rs. 10 lakhs and above but less than Rs. 20 lakhs The fees shall be paid by Cross demand Draft drawn on a nationalized bank or through crossed Indian postal order drawn in favour of the Registrar of the Sate Commission and payable at the place of the State Commission (w. e. f. 5. 3. 2004. ) 101
NOTE ON CONSUMER PROTECTION ACT, 1986 • A person may be consumer of goods, or services. When I purchase a fan, a gas stove or a refrigerator, I could be the consumer of goods. • When I open a bank account, take an insurance policy, get my car repaired, I could be the consumer of services. • The consumer protection Act, 1986 tries to help a consumer when for example, the goods purchased are defective or the services rendered to him are subject to so deficiency. 102
NOTE ON CONSUMER PROTECTION ACT, 1986 • Prior to the consumer Protection Act, 1986 for any consumer complaint one had to go to an ordinary Civil Court. He had to engage a lawyer, pay the necessary fee, and be harassed for years or decades before any outcome, positive or negative, was there in that litigation. • Under the Consumer Protection Act, no Court fee has to be paid and the decision on the complaint is much quicker, as the Court can evolve a summary procedure in disposing off the complaint. 103
PUBLIC POLICY & CONSUMER BEHAVIOR
WHY THE CONCERN? • Advertising -- communication by an identified sponsor about its goods or services, meant to inform or persuade using a mass media vehicle • Should advertising be used only to inform? • Should advertising be used to persuade?
WHY THE CONCERN? • Advertising decisions and executions are often made by an agency external to the firm (Ad agency) – Will the ad agency use the same ethical standards that the firm would use? • FTC (federal trade Commission) has decided that in some cases, the answer may be “NO” • Moreover, FTC has decided that in order to maintain a fair and competitive playing field, certain ad rules must be followed. • So advertising is regulated – BUT HOW MUCH? HOW SHOULD IT BE DONE? – Consumer is protected (by law) from tricks.
REGULATION OF ADS • Misleading / False practices are monitored and laws are enforced by the Federal Trade Commission (FTC) • Protects consumers from fair and unethical practices • Protects competition • Components of deceptive advertising – Ads have the capacity to deceive in a material manner (i. e. , unsubstantiated beliefs are important in terms of consumer’s buying behavior)
ADVERTISING & CHILDREN • Issue 1 – Can children distinguish ads from programs? • Those aged 7 or less can not • Should advertisers be allowed to target such kids? • Issue 2 – If children are exposed to ads, do they have the defenses to deal with them? • Not those less than the age of 8 (although, this may be changing – media education programs exist in most schools) • Defenses seem to emerge for kids aged 8 - 12 • Should advertisers be allowed to target such kids? All kids?
ADVERTISING & CHILDREN • Public Policy Actions – Stations must provide 3 hours of educational television per day – Stations must provide “commercial identifiers” – Restrictions on certain ads during “toy-based programs” • No advertising for toys that are related to the program
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