The role of attitude in the recognition of mobile advertising: Cognitive and affective dimensions within the framework of advertising literacy among children aged 10 to 14 years
Abstract
The conceptual understanding of the persuasive intent of advertising alone is insufficient for children to effectively process mobile advertising, which is characterized by content hybridization. This study examines how the cognitive and affective dimensions of attitude intervene in the process of recognizing advertising to which children aged 10 to 14 are exposed in situational contexts via their mobile phones, both on social media and mobile apps. It concludes that this audience's ability to identify advertising presented on their mobile devices is moderate and varies significantly depending on the content format. Cognitive and affective aspects of attitude towards each advertisement moderately influence children's ability to identify them. However, in terms of overall performance, cognitive aspects related to their evaluation of advertising as a phenomenon have a greater impact. Within this cognitive dimension, the factor that seems to have the most significant impact is children's perceived self-efficacy regarding their ability to identify advertising.
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