A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children’s Consumption Behaviour Oliver B. Büttner Arnd Florack Benjamin G. Serfas University of Vienna, Austria This manuscript is a final draft of a manuscript accepted for publication in the Journal of Consumer Policy: Büttner, O. B., Florack, A., & Serfas, B. G. (2014). A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children’s Consumption Behaviour. Journal of Consumer Policy, 37(2), 161–182. https://doi.org/10.1007/s10603-013-9250-0 Author Note This research was supported by a Marie Curie FP7 Integration Grant within the 7th European Union Framework Programme to Oliver B. Büttner (FP7-PEOPLE-2011-CIG 293577). Correspondence should be addressed to Oliver B. Büttner, Applied Social Psychology and Consumer Research; University of Vienna, Universitätsstraße 7, 1010 Vienna, Austria. E-mail:
[email protected] A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children’s Consumption Behaviour Abstract Children are important targets of advertising campaigns from companies. However, children have been found to be particularly vulnerable to negative effects of advertising, and protecting children from these effects is an important task of consumer policy. Two important aspects have to be considered in this task. First, advertising affects judgments and behaviour not only during ad exposure, but also in delayed consumption and purchase contexts. Second, advertising thrives largely at an implicit level – during ad exposure as well as in consumption decisions.