Le but essentiel de cette recherche est la mise au point d'une
échelle de mesure de l'attitude envers l'annonce (Aad)
spécialement destinée à être administrée
à des enfants de 8 à 12 ans. A notre connaissance, personne
n'a tenté à ce jour de construire une telle échelle
adaptée à un public souvent visé par la publicité,
déjà à même d'sêtre soumis à un
questionnement de type verbal, jouant les rôles de prescripteurs et
d'acheteurs, relevant du stade opératoire concret,
fréquentant l'école primaire et n'appartenant pas
encore au groupe des adolescents.
Après une brève synthèse de la littérature sur Aad et
sur les problèmes de mesure spécifiques aux enfants, nous relatons
les différentes étapes du paradigme de Churchill appliqué
à notre cas. Au terme d'une étude pilote menée
auprès de 481 enfants, et surtout au terme de six recueils de
données conduits auprès de plus de 1 000 enfants, nous proposons
un outil de mesure fiable et valide de Aad adapté à notre jeune
public, outil unidimensionnel fait d'une seule facette
matérialisée par 6 propositions. En conclusion, nous
précisons ce qu'est Aad pour ces enfants.
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