Abstract

With low price sensitivity and high profitability, the children's market has been growing day by day all over the world. Furthermore, due to technology and internet usage that is nowadays prevalent in all areas of life, the number of advertisements that children are exposed to has been increasing. Nevertheless, compared with the prominence of this issue, the number of existing studies dealing with advertising and purchasing relationships in children is still limited. Moreover, the number of studies using the Turkish sample in the field is relatively few. For all of these reasons, the aim of this study is to demonstrate the relationship between advertisement exposure and purchase preference in pre-school children aged 4-6 using experimental method. Using a sample from a different cultural background (Turkey) and using of the experimental method, unlike most of the studies in the past, constitute the original value of this study. As a result of this research, it was seen that children in pre-school aged 4-6 years could not comprehend the purpose of the advertisement because of their cognitive development and that they perceived everything they see in the advertisement as real and that the advertisement has an effect on the children's purchasing behavior.

Authors and Affiliations