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Through the Eye of a Child

A Meta-analytic Study of Children's Understanding of Advertising Intent

Mohamed M. Mostafa, Auburn University, College of Business, 415 West Magnolia Avenue, Auburn, AL 36849, USA. E-mail: mmm0010{at}auburn.edu

Meta-analysis is a statistical technique that allows one to combine the results from multiple studies to glean inferences on the overall importance of a certain phenomenon. This study employs a substantive meta-analysis approach to quantitatively summarize the results of empirical studies of the direct impact of age on children's understanding of advertising intent. When all the available estimates are combined and averaged, there seems to be a genuine and positive effect of age on children's understanding of advertising (average effect size = 0.367, aggregate N = 9307). The findings of this study significantly refine the body of knowledge concerning the impact of age on children's understanding of advertising intent, and thereby offer an improved conceptual framework for marketers and policy makers.

Global Business Review, Vol. 9, No. 2, 243-255 (2008)
DOI: 10.1177/097215090800900205


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