• Attribution Theory as a lens for advertising effects, emphasizing how children and sellers shape persuasion through attribution of outcomes to ads and context; evidenced by attribution-focused experiments on child persuasion and advertising–selling interactions [1], [13].

• Child-targeted advertising effects across TV exposure, expectancy manipulations, and brand choice, with experiments showing impacts on toy desirability, memory, and unintended social consequences across income groups [4], [20], [11], [6], [8].

• Comparative advertising research evaluating message recall and brand effects of direct comparisons versus noncomparative ads, along with consumer reactions and ethical considerations [2], [7], [14].

• Information load and economic analyses of advertising's effects, examining how information richness, cognitive resistance, price interactions, welfare implications, and cumulative effects influence decision quality and market outcomes [9], [17], [15], [18], [19].