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

• In Event: Measuring Key Concepts and Considering Emotional Well Being in CAM

Abstract

The aim of this study was to develop and validate a survey measurement instrument for children’s advertising literacy. Based on the multi-dimensional conceptualization of advertising literacy by Rozendaal, Lapierre, Van Reijmersdal, and Buijzen (2011), 39 items were created to measure two dimensions of advertising literacy (i.e., conceptual and attitudinal advertising literacy) and their underlying components. The survey was administered to 1026 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.

Authors

• Esther Rozendaal, Radboud University Nijmegen

• Suzanna Johanna Opree, U of Amsterdam

• Moniek Buijzen, Radboud U Nijmegen