Think‐Aloud Process Superior to Thought‐Listing in Increasing Children's Critical Processing of Advertising

This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes: think‐aloud and thought‐listing. The model was tested on a sample of 8‐ to 12‐year‐old children (N = 163). Structural equation modeling revealed that, for children in the think‐aloud group, both cognitive and affective paths were successful in reducing advertising susceptibility. However, for children in the thought‐listing group, only the affective path was successful. These findings suggest that the think‐aloud process increased children's motivation and ability to critically process advertising messages.