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Designing research to reveal the young child's emerging competence
Author(s) -
Peracchio Laura A.
Publication year - 1990
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220070403
Subject(s) - psychology , task (project management) , cognition , competence (human resources) , information processing theory , focus (optics) , context (archaeology) , cognitive psychology , developmental psychology , information processing , social psychology , paleontology , physics , optics , neuroscience , biology , management , economics
The focus of this paper is to suggest factors which a marketing researcher should consider in designing experimental procedures that are congruent with the young child's cognitive capacities. Several components of the experimental environment are identified as important in designing an age‐appropriate task: familiarity with factual information, context, verbally presented information, and the goal of the experimental task. A young child's strategies for processing an experimental task that exceeds his or her cognitive capacities are considered. Finally, the paper addresses implications for marketing researchers when tailoring experimental procedures to young children.