Let's Watch Youtube Kids

For parents and girls ages 7 - 11

You and your daughter will watch an edited video from Youtube and have a short conversation about the content of the video. Then, each of you will respond to a questionnaire about your responses and reactions to the video. Your daughter will be asked how much she likes the children featured in the video and how much she would like the toy featured in the video. You (the parent) will be asked about your daughter's media habits and about the conversation.

There will be ads for a real toy product (Blingle Bands). The researchers are not associated with this brand or product. We are interested in seeing how children respond to marketing techniques (influencers vs. commercials) targeted toward to them. Although prior research has examined children's media literacy toward traditional marketing, we don't fully understand how children respond to sponsored content (influencer videos). This study aims to compare children's responses toward both of these types of advertising and whether discussing content can help children better understand the intention of the ads.

The purpose of this study is to see how persuasive Kidfluencers are with children and how parents and children discuss Kidfluencer content. This is an interesting study because children are increasingly turning to user-generated content for entertainment and may not be aware of tactics commonly used by influencers to promote products.

20 minutes

A $15 digital Amazon.com gift card will be sent to your LookIt account within 5 - 7 business days of participating in the study. To receive your gift card, your daughter must be visible in the consent video and be in the age range of the study. Only one gift card per family.