Tweens Perception of Advertising Using an Older Cognitive Age

Cognitive age is people’s perception of the age which is younger or older than their chronological age. This research investigated whether tween had a cognitive age perception. Based on their cognitive, tweens have not been able to understand the concept of a cognitive age, because their cognitive development is still in a concrete operational phase, contrary from social view they are capable. The major purpose of this research was to test tweens and determine if they can be influenced by ads using a cognitive age concept. Data was collected from 115 tween boys and 95 tween girls (1112 years old). This study used experimental design 2 (cognitive age: congruent versus incongruent) x 2 (ad model: male versus female) x 2 (age of model: peer versus older).This study proved that tweens have a perception of the cognitive age. The desire to have products in tween boys and girls is equally aroused by congruence with older advertising models. The desire to evaluate products differs between tween boys and girls. There is no difference between tween boys and tween girls in terms of giving references. The findings also provide information for educators and parents to be more vigilant in looking at various ad.