Argues that marketers need a more considered understanding of the context in which children are constantly consuming, interacting, learning and relaxing; children are an audience…
Abstract
Argues that marketers need a more considered understanding of the context in which children are constantly consuming, interacting, learning and relaxing; children are an audience that is becoming increasingly complex and changeable; their concerns are wider than their immediate environment, so that marketers must appreciate that their products and services form only a tiny portion of children’s lives. Explores the filters that affect the child’s concerns with self‐image, performance and identity, and suggests that marketers should draw up an attention plan for their particular audiences, developing this into the technique of context mapping. Discusses the term “proto‐teen”, which reflects the existence of a group of 11 to 14 year olds, as part of the commonality between older tweens and young teens.
Details
Keywords
Porismita Borah, Sojung Kim and Ying-Chia (Louise) Hsu
One of the most prolific areas of misinformation research is examining corrective strategies in messaging. The main purposes of the current study are to examine the effects of (1…
Abstract
Purpose
One of the most prolific areas of misinformation research is examining corrective strategies in messaging. The main purposes of the current study are to examine the effects of (1) partisan media (2) credibility perceptions and emotional reactions and (3) theory driven corrective messages on people's misperceptions about COVID-19 mask wearing behaviors.
Design/methodology/approach
The authors used a randomized experimental design to test the hypotheses. The data were collected via the survey firm Lucid. The number of participants was 485. The study was conducted using Qualtrics after the research project was exempt by the Institutional Research Board of a large University in the US. The authors conducted an online experiment with four conditions, narrative versus statistics and individual versus collective. The manipulation messages were constructed as screenshots from Facebook.
Findings
The findings of this study show that higher exposure to liberal media was associated with lower misperceptions, whereas higher credibility perceptions of and positive reactions toward the misinformation post and negative emotions toward the correction comment were associated with higher misperceptions. Moreover, the findings showed that participants in the narrative and collective-frame condition had the lowest misperceptions.
Originality/value
The authors tested theory driven misinformation corrective messages to understand the impact of these messages and multiple related variables on misperceptions about COVID-19 mask wearing. This study contributes to the existing misinformation correction literature by investigating the explanatory power of the two well-established media effects theories on misinformation correction messaging and by identifying essential individual characteristics that should be considered when evaluating how misperceptions about the COVID-19 crisis works and gets reduced.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2021-0600