ERIC Number: ED181474
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
The Effects of Televised Advertising on Mother-Child Interactions at the Grocery Store.
Reeves, Byron; Atkin, Charles K.
One hundred mother/child dyads were involved in a study to provide empirical evidence on parent/child interaction in grocery stores and on the contributions of Saturday morning television commercials to those interactions and to the purchase of candy and cereals. Data were collected in 15 supermarkets in two midwestern cities. First, the mother/child dyads were unobtrusively observed during the purchase of candy and cereal. After the observation, children were interviewed concerning the frequency of their exposure to Saturday morning television while mothers responded to a written questionnaire about their children's reactions to television advertising. The results indicated that children took the initiative for purchases of candy and cereal a majority of the time and that regardless of who initiated the interaction, the other party would likely comply with the request. Amount of exposure to Saturday morning television immediately prior to a shopping trip was the only statistically significant predictor of whether children would initiate a product request. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Effects
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, TX, August 5-8, 1979)