Posted: November 10th, 2023

Implications for the Field of Psychology

Implications for the Field of Psychology
There are three areas in which the task force considered implications of the evidence
reviewed for the field of psychology, including the role of psychologists as researchers, educators,
and the applied professional practice of marketing research.
While research psychologists have already established the cognitive limitations of younger
children’s comprehension of advertising messages, there are many important areas where further
investigation is needed. Nearly all research on advertising to children involves studies of television,
leaving us with little empirical knowledge about other commercial forms and contexts. For example,
we know virtually nothing about how children recognize and defend against commercial messages
delivered in new media environments, such as the Internet. We know virtually nothing about new
interactive advertising strategies being employed on the World Wide Web. We have no clear
indication whether advertising delivered in school environments is more influential, less influential, or
indistinguishable from advertising delivered in other contexts or whether allowing advertising in the
schools exerts adverse effects on young people’s esteem for educational institutions. There is also a
surprising paucity of research on the role of gender, race, ethnicity, and culture on the perception and
comprehension of advertising as well as the ways in which they might influence responses to
advertising. Given that advertisers develop ad campaigns to reach child audiences segmented by
gender, race, and ethnicity, there is a clear need for research on these topics. Obviously, there is
much of importance yet to be learned from psychological research in these topic areas, and thus it is
an appropriate time for the field of psychology to reinvigorate the examination of how children
understand and are influenced by contemporary advertising strategies and messages.
Psychologists can also play important roles in educating their students, clients, and people in the
communities they serve regarding the types of concerns raised in this report. Education, in the form of
media literacy, may assist parents and older children to consider the influence of advertising in their
lives more seriously and to take actions protecting them from unwanted commercial influence. It
should be noted, however, that the task force did not place great emphasis on

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