Learning Through Experience: The Impact of Direct Experience on Children’s Brand Awareness

While advertising to children has been examined extensively within marketing literature, less attention has been given to other means by which children can gain awareness of products and brands within the consumer environment. This research examines the impact of direct experience on children’s brand awareness. A two-study research design was undertaken whereby a total of 376 children aged between 7 and 12 years reported their direct experience with real child-oriented brands. Results indicate that direct experience does have a significant impact on children’s brand awareness. In fact, direct experience was found to be a stronger predictor of children’s brand awareness than other factors, such as social interaction, television exposure and age. Results of this research suggest that the provision of premiums and in-store samples may be an effective way to enhance children’s awareness of brands.