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

  title={Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy},
  author={Esther Rozendaal and Suzanna J. Opree and Moniek Buijzen},
  journal={Media Psychology},
  pages={100 - 72}
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), 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… 
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