Abstract
The attitudes of parents and their children to television advertising were explored through personal interviews with 435 subjects in their homes. Attitudes of the two groups correlated, although children were consistently more favorable. Parents' reactions to a proposed ban of children's television advertising correlated positively with their level of education and extent of employment outside the home. Children's reactions to the proposed ban correlated positively with family income.
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Keywords
- Television Advertising
- American Market Association
- Child Attitude
- Personal Inter
- Middle Class Neighborhood
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References
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James U. McNeal, "An Exploratory Study of the Consumer Behavior of Children," in J.U. McNeal (ed.), Dimensions of Consumer Behavior, 2nd ed., (New York: Appleton-Century-Crofts, 1969).
Scott Ward and Daniel Wackman, "Television Advertising and Intra-Family Influence: Children's Purchase Influence Attempts and Parental Yielding," in Effects of Television on Children and Adolescents. (Cambridge: Marketing Science Institute, 1971.)
Scott Ward and Daniel Wackman (undated), Effects of Television Advertising on Consumer Socialization. (Cambridge, Mass: Marketing Science Institute, undated.)
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Wiman, A.R. (2015). Attitudes of Parents and Children Toward Children’s Television Advertising. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_74
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DOI: https://doi.org/10.1007/978-3-319-10966-4_74
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