Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy

Abstract

The aim of this study was to develop and validate a survey measurement instrument for children's advertising literacy. Based on the multidimensional conceptualization of advertising literacy by Rozendaal, Lapierre, Van Reijmersdal, and Buijzen (2011) Rozendaal, E., Lapierre, M. A., van Reijmersdal, E. A., & Buijzen, M. (2011). Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14, 333–354. doi:10.1080/15213269.2011.620540[Taylor & Francis Online], [Web of Science ®] , [Google Scholar], 39 items were created to measure two dimensions of advertising literacy (i.e., conceptual and attitudinal advertising literacy) and their 9 underlying components (i.e., recognition of advertising, understanding selling intent, recognition of advertising's source, perception of intended audience, understanding persuasive intent, understanding persuasive tactics, understanding advertising's bias, skepticism toward advertising, and disliking of advertising). The survey was administered to 1,026 8- to 12-year-olds in the first wave and 519 in the second wave. Structural equation modeling revealed that the Advertising Literacy Scale for children consists of two separate and unrelated subscales: the Conceptual Advertising Literacy Scale (CALS-c) and the Attitudinal Advertising Literacy Scale for children (AALS-c). Both scales performed well in terms of test–retest reliability and construct validity. In addition to the full-length scale, shortened versions were created. Specific directions for future advertising literacy research are discussed as well.