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Abstract:
This conceptual paper delineated the task of television advertising in children's consumer behaviour formation and incorporated the mediating roles of age, culture and some other relevant variables in their response to advertising messages. The study categorised the outcome of the influence of advertising on children into cognitive, affective and behavioural effects and equally recognized various mediating factors that temper, either positively or negatively, the effect of promotion on children's consumer socialisation. The paper concluded that the potency of advertising in shaping children as consumers is never in doubt and recommended that given that children are good at imitating their parents' and peers' consumption behaviour, advertisers should adopt modelling learning mechanism to enhance the effectiveness of their messages.
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