Preschoolers' Ability to Distinguish between Television Programming and Commercials
- 1 June 1982
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 11 (2) , 16-26
- https://doi.org/10.1080/00913367.1982.10672800
Abstract
A logit model was constructed which predicted, with eighty-two percent accuracy, children's ability to distinguish between programs and commercials. The most significant predictors were age and experimental treatment. Results supported the proposition that preschoolers respond to perceptual cues and do not truly understand the difference between programs and commercials.Keywords
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