Children's response to television advertising in China

Kara Chan, James U. McNeal, Fanny Chan

Research output: Contribution to journalJournal articlepeer-review

1 Citation (Scopus)
2 Downloads (Pure)


Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality of advertised and non-advertised brands. Classifies the types of commercials seen as funny, animated, public service, celebrity endorsements, and those that increase knowledge, and relates these types to the four age groups of the children studied. Concludes that children pay a decreasing amount of attention to commercials as they get older, and that the link between liking a commercial and impulse buying of its product also lessens; confidence in advertised brands does not increase with age, but confidence in non-advertised brands decreases with age.

Original languageEnglish
Pages (from-to)43-54
Number of pages12
JournalYoung Consumers
Issue number1
Publication statusPublished - 1 Jan 2003

Scopus Subject Areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Life-span and Life-course Studies

User-Defined Keywords

  • China
  • Children (age groups)
  • Television commercials


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