ABSTRACT
In short, children’s brains are wired differently, making them more likely to respond uncritically and positively to marketing appeals that emphasize fun, excitement, and-most of all-immediate gratification. What is it that makes adults better at resisting these attempts to persuade? The answer: Our brains have developed these executive functions:
• Working memory is our ability to hold and use multiple information “chunks” (e.g., scripts and schemas) for brief periods. It enables us to juggle different tasks, e.g., to interrupt grocery shopping to change the baby, recall where the shopping cart is, and resume shopping without backtracking. It is working memory that guides us through the multistep scripts for tasks like preparing a meal, running weekly errands, taking care of the dog, and participating in social activities, e.g., games like checkers, where the players have to remember whose turn it is and what the rules are.
