International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Attitudes of Children Related to Brands’ Promotions
António Cardoso, Jorge Figueiredo

This study aims to evaluate the susceptibility of children to promotional techniques. For this we used a scale designed by Muratore (1999a; 1999b) who studies: sensitivity to giveaways / gifts, sensitivity to games / contests, sensitivity to "offer more product" and sensitivity to price reduction. The questionnaire was administered to a sample of 100 Portuguese children from 8 to 15 years in the Oporto City - Portugal. The scale showed good internal consistency ( = 0.932) and factorial composition revealed five factors that explain 79.46% of the total variance. However, the findings were opposite to those presented in the Muratore’s study.

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