3–7-year-old children´s brand awareness: A developmental investigation

Children in this world almost immersed in the environment of brands. Acquiring brand knowledge is necessary for children to adapt to the complicated consumer environment and grow as a sophisticated consumer. This research investigated the development of 3-7-year-old children´s brand awareness by using preference judgment. The result showed that: (1) By the age of 5, children showed preference for the product with high brand awareness, but the 3-year-olds did not show this tendency; (2) perspective taking affected the children´s judgment, children did better when they were asked to judge a ignorant person´s preference than to judge theirs.