Examining the Role of Advertising Literacy in How Young Children Cope with Online Data Collection Practices and Targeted Advertising

01 January 2017 → 31 October 2021
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Communication management
targeting personalized advertising Advertising literacy
Project description

This research project will use experimental research to investigate how children (7-12 years) cope with online data collection and the influence this has on the effectiveness of targeted advertising. In particular, the role of children’s knowledge and understanding of this advertising technique (cognitive advertising literacy) and perceived fairness (by means of a cost-benefit analysis) in this process will be examined.