Moore Wins Prestigious Ferber Award

The Journal of Consumer Research has named Marketing Professor Elizabeth S. Moore winner of the prestigious Robert Ferber Award for her article, "Children, Advertising, and Product Experiences: A Multimethod Inquiry." The article is based on a study in which Moore and a co-author found that children who saw advertising of a product before using it judged it differently than those who had never seen the ad or saw it after the fact. The study also showed that older children can be more deeply affected by advertising than younger children. Moore's research focused on second- and fifth-graders.