INFLUENCE OF ANIMATED ADVERTISEMENTS ON BRAND RECOGNITION AND CONSUMER DESIRE AMONG CHILDREN: A MARKETING PSYCHOLOGY ANALYSIS

Abstract

Introduction: Recently, animated commercials became a popular marketing approach for children, owing to their attractive images and engaging stories that children become familiar with ease. Yet their impact on children’s cognitive and emotional responses--including brand awareness and wish to buy--is a concern that has been increasing in the minds of educators and psychologists.

Objective: To explore the effects of animated advertisement on brand recognition and consumerism among 6-12 years children of urban areas of Pakistan. It also examined the mediating effect of these factors and how their impact was moderated by gender and age. 
Method: A quantitative, cross-sectional survey of 300 children (150 boys and 150 girls) of five major cities. Structured questionnaires were used to collect data on exposure to animated commercials, brand awareness and consumer preference. The data were analyzed statistically by using descriptive statistics, Pearson correlation, and independent sample t-test, ANOVA, as well as mediated-moderated analysis in SPSS. 
Results: Results indicated a robust positive relationship (r = 0.72, p <. 01) with respect to brand familiarity and consumer desire. Brand recognition in females was marginally higher than that of males (p =. 048). Age-stratified significant contrast was noted within consumer desire (p =. 012). Mediated moderation analysis showed that gender and age had moderated impacts on the association between cartoon advertising and product desire via brand recognition. 
Conclusion: Animated commercials have a great impact on children brand knowledge and on children consumer behavior and this impact is moderated by the children age ad gender. These results highlight the importance of responsible advertising messages as well as increased media literacy among children.