Children's Reactions to Television Advertising: An Experimental Approach
- 1 September 1974
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 1 (2) , 69-75
- https://doi.org/10.1086/208593
Abstract
Both the effects of a child's expectancy of receiving a toy and the number of TV commercials he sees for the toy were examined in an experimental paradigm. In a 3 × 3 factorial design, eight to ten year old boys (N = 133) were presented with low, moderate or high expectancies of obtaining a toy, followed by 0, 1 or 3 exposures to a TV commercial for the toy.Keywords
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