An Experimental Test of the Harmful Effects of Premium-Oriented Commercials on Children

1 June 1976

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 3 (1) , 1-11
https://doi.org/10.1086/208645

Abstract

This study constitutes an experimental test of the Federal Trade Commission's proposed ban of child-directed television commercials promoting premiums. These preliminary results are generally non-supportive of the FTC's position and question the legitimacy of the proposed guide.

Keywords

CHILDREN
LEGITIMACY
ORIENTED
BAN
EXPERIMENTAL TEST
CONSTITUTES
FTC'S
COMMISSION'S

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