Skip to main content
SpringerLink
Log in

Nonverbal patterns of preschooler’s perception of visual images with the help of eye-tracker method usage

  • Published:
Current Psychology Aims and scope Submit manuscript

Abstract

Visual component of advertising contributes to formation of views and stereotypes in children. It also affects on the popularity of these products. Therefore, the author has studied non-verbal patterns of perception of visual images in preschool children using the eye-tracker method. The authors also used psychodiagnostic methods for an in-depth study of this question. The work analyses the advertising impact on humans and establishes that certain elements, which can have a strong influence, can be distinguished depending on age. The authors of the study discovered what zones are more attractive to children. It was determined that the biggest impact on children is produced by characters on the package. Having analysed statistical data, it is determined that children in the age group of 5–6 years look at fable characters longer than at taste and brand names. The authors outlined the most important elements of the package based on the results of this study.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7
Fig. 8
Fig. 9
Fig. 10
Fig. 11
Fig. 12
Fig. 13
Fig. 14

Similar content being viewed by others

References

  • Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100–112.

    Article  Google Scholar 

  • Anderson, D. R., & Levin, S. R. (1976). Young children’s attention to “sesame street”. Child Development, 47(3), 806–811.

    Article  Google Scholar 

  • Andreeva, G. M. (1994). Social psychology. Moscow: Nauka.

    Google Scholar 

  • Blosser, B. J., & Roberts, D. F. (1985). Age differences in children’s perceptions of message intent. Communication Research, 12, 455–484.

    Article  Google Scholar 

  • Brown, D.A. (2001). Media literacy and critical television viewing in education. Handbook of children and the media. Thousand Oaks: Sage.

  • Brucks, M., Armstrong, G. M., & Goldsberg, M. E. (1988). Children’s use of cognitive defenses against television advertising: A cognitive response approach. The Journal of Consumer Research, 14(4), 471–482.

    Article  Google Scholar 

  • Chan, K., & McNeal, J. U. (2004). Advertising to children in China. Hong Kong: Chinese University Press.

    Google Scholar 

  • Children marketing: some psychological peculiarities of the children’s perception of the advertisement. http://www.advertology.ru/article63330.htm Accessed 18 June 2018.

  • Delbaere, M., & Willis, E. (2015). Direct-to-consumer advertising and the role of hope. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 15(1–2), 26–38.

    Article  Google Scholar 

  • Durkin, K. (2002). Understanding today’s child audience: Australian broadcasting authority. Сomments prepared for the former Australian Broadcasting Authority.

  • Elliot, A. J. (2015). Color and psychological functioning: A review of theoretical and empirical work. Frontiers in Psychology, 6, 2.

    Article  Google Scholar 

  • Golub, О. Y. (2013). Social advertisement. Moscow: Publishing-trading corporation “Dashkov i K”.

    Google Scholar 

  • Gunter, B., Oates, C., & Blades, M. (2009). Advertising to children on TV. Content, impact, and regulation. London: Lawrence Erlbaum Associates Publishers.

    Google Scholar 

  • Hahlo, G. (1999). Millenium kids and post-modern family. International Journal of Advertising and Marketing to Children, 1(3), 229–237.

    Article  Google Scholar 

  • Ham, C.-D., Nelson, M. R., & Das, S. (2015). How to measure persuasion knowledge. International Journal of Advertising: The Review of Marketing Communications, 34(1), 17–53.

    Article  Google Scholar 

  • Henriksen, L. (1997). Children’s understanding of the purposes of advertising. Paper presented at the mass communication division, Montreal: International communication association annual meeting. https://www.acma.gov.au/-/media/Diversity-Localism-and-Accessibility/Report/pdf/Review-of-the-Childrens-Television-Standards-2005-Final-Report-of-the-Review.PDF?la=en accessed 23 June 2018.

  • John, D. R. (1999). Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research, 26(3), 183–213.

    Article  Google Scholar 

  • Kulagina, I. Y. (1999). Developmental psychology: Development of the child from birth to 17 years. Moscow: Publishing UPAO.

    Google Scholar 

  • Lafrene, P. (2004). Emotional development of children and teenagers. Saint-Petersburg: Prime-Euroznak.

    Google Scholar 

  • Larson, M. S. (2001). Interactions, activities and gender in children’s television commercials: A content analysis. Journal of Broadcasting & Electronic Media, 45, 41–56.

    Article  Google Scholar 

  • Lebon, G. (2016). Psychology of the nations and masses. Moscow-Chelyabinsk: Publishing house “Sozium”.

    Google Scholar 

  • Lindstrom, M. (2004). Children’s branding. Transl. From English edited by I.V. Andreeva. Saint Petersburg: Publishing house “Neva”.

    Google Scholar 

  • Macklin, M. C. (1987). Preschoolers’ understanding of the informational function of advertising. Journal of Consumer Research, 14, 229–239.

    Article  Google Scholar 

  • Marochkina, S. S., & Wegener, Y. S. (2014). Communicative possibilities of the advertisement characters. Omsk National Herald, 1(125), 263–267.

    Google Scholar 

  • Moore, E. S., & Lutz, R. J. (2000). Children, advertising, and product experiences: A multimethod inquiry. Journal of Consumer Research, 27(1), 31–48.

    Article  Google Scholar 

  • Mukhina, V. S. (1999). Development psychology. In Phenomenology of the development, childhood, adolescence. Moscow: Publishing center “Akademia”.

    Google Scholar 

  • Nilli, S. M., & Schumann, D. W. (2004). Using animated spokes-characters in advertising to young children. Journal of Advertising, 33(3), 7–23.

    Article  Google Scholar 

  • Ogba, I., & Johnson, R. (2010). How packaging affects the product preferences of children and the buyer behaviour of their parents in the food industry. Young Consumers, 11(1), 77–89.

    Article  Google Scholar 

  • Opree, S. J., Buijzen, M., van Reijmersdal, E. A., & Valkenburg, P. M. (2013). Children’s advertising exposure, advertised product desire, and materialism. Communication Research, 41(5), 717–735.

    Article  Google Scholar 

  • Palmer, E., & McDowell, C. (1981). Children’s understanding of nutritional information presented in breakfast cereal commercials. Journal of Broadcasting, 25, 295–301.

    Article  Google Scholar 

  • Robbennolt, J. K. (2016). Brain games': Helpful tool or false promise? Journal of Personality and Social Psychology, 47(8), 1–18.

    Google Scholar 

  • Robertson, T. S., & Rossister, J. R. (1977). Children’s responsiveness to commercials. Journal of Communication, 27(1), 101–106.

    Article  Google Scholar 

  • Sandage, C., Fryburger, V., & Rotztoll, К. (1989). Advertisement: Theory and practice. Moscow: Progress.

    Google Scholar 

  • Sandra, L. (2018). Calvert children as consumers: Advertising and marketing. The Future of Children, 18(1), 205–234.

    Article  Google Scholar 

  • Sergienko, Е. А., & Talanova, N. N. (2012). Model of the psychological as a mental basis of an children’s understanding of the television advertisement. 3–6 years. In Psychological problems of modern Russian community. Moscow: Publishing house “Institut psichologii RAN”.

    Google Scholar 

  • Sergienko, Е. А., Lebedeva, Е. I., & Prusakova, О. А. (2009). Model of the psychological as a basic of the formation of self-conception and either in the ontogenesis of a man. Moscow: Publishing house “Institut psychologii RAN”.

    Google Scholar 

  • Sergienko, Е. А., Talanova, N. N., & Lebedeva, E. I. (2013). Television advertisement and children. Moscow: Publishing house “Institut psychologii RAN”.

    Google Scholar 

  • Shadieva, D. (2016). Analysis of the world tendencies of financing innovative activity. World and National Economy, 2(37). http://mirec.ru/2016-02/analiz-mirovykh-tendentsiy-finansirovaniya-innovatsionnoy-deyatelnosti Accessed 23 July 2018.

  • Sodian, B. (2005). Theory of mind – The case for conceptual development. Young children’s cognitive development. Interrelations among executive functiong, working memory, verbal ability and theory of mind. New Jersey: Lawrence Erlbaum Associates Publishers.

    Google Scholar 

  • Strasburger, V. C., & Wilson, B. J. (2002). Children adolescents and media. Thousand Oaks: Sage.

    Google Scholar 

  • Strasburger, V. C., Wilson, B. J., & Jordan, A. B. (2009). Children, adolescent and the media (Second ed.). Thousand Oaks: SAGE Publications Inc..

  • Talanova, N. N., & Sergienko, Е. А. (2012). Interrelation of the development level of a model of the psychological with the children’s understanding of the television advertisement from 3 to 6 years old. Psychological Journal, 33(3), 76–87.

    Google Scholar 

  • Tania, L., & Saputra, A. (2018). Using Android-based equation plotters as supporting tools for teaching and learning atomic orbitals. Periódico Tchê Química, 15(30), 397–401.

  • Tupikova, А. М., & Kameneva, V. А. (2012). Visual and imagery components of the advertisement discourse as means of the translation of gender stereotypes (on the example of the children target audience). Herald of the Chelyabinsk State University, 21(275), 125–131.

    Google Scholar 

  • Wartella, E. (1980). Children and television: The development of the child’s under-standing of medium. Beverly Hills: Sage publications.

    Google Scholar 

  • Weller, D. C. (2002). When is a brand not a brand? International Journal of Advertising and Marketing to Children, 3(3), 13–18.

    Google Scholar 

  • Zazykin, V. G. (1992). Psychology in advertisement. Moscow: DataStrom.

    Google Scholar 

Download references

Acknowledgments

The investigation was conducted with the participation of Zueva V.S. – student of the psychology faculty of Saint Petersburg State University. The study was supported by the Russian Scientific Fund, project No. 14-18-02135 "Psychophysiological and neuro-linguistic aspects of the recognition process of the verbal and nonverbal patterns".

Author information

Authors and Affiliations

  1. Department of Pedagogics and Pedagogical Psychology, Faculty of Psychology, Saint-Petersburg State University, 7/9 Universitetskaya Emb., Saint-Petersburg, 199034, Russian Federation

    Oksana V. Zashchirinskaia

Authors
  1. Oksana V. Zashchirinskaia
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Oksana V. Zashchirinskaia.

Ethics declarations

Conflict of Interest

Author has no potential conflicts of interest to disclose.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Zashchirinskaia, O.V. Nonverbal patterns of preschooler’s perception of visual images with the help of eye-tracker method usage. Curr Psychol 40, 442–453 (2021). https://doi.org/10.1007/s12144-018-9960-1

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12144-018-9960-1

Keywords

Search

Navigation