Abstract

CARDOSO, António; CAIRRAO, Álvaro  and  MEIRINHOS, Galvão. Study about the validation of children promotion sensibility scale to Portuguese market. Rev. Portuguesa e Brasileira de Gestão [online]. 2010, vol.9, n.4, pp.38-52. ISSN 1645-4464.

This study aims to translate, adapt and validate the scale of sensitivity to the promotional techniques of authorship of Muratore (1999b). The four promotional techniques under study were: the sensitivity to offers/gifts (premiums immediate), the sensitivity to games / competitions, the sensitivity to “offer more of product” and sensitivity to price reduction. The questionnaire was translated and applied to a sample of 468 Portuguese children from 6 to 12 years’ old living in Oporto district. The scale shows good internal consistency (a = 0.952) and factorial composition (PCA) revealed four factors explaining 67.6% of total variance. However, the study did not replicate the original structure of Muratore scale, showing that children do not discriminate against four promotional techniques.

Keywords : Children; Sensitivity to the Promotional Techniques; Scale Validation.

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