ERIC Number: ED190211
Record Type: RIE
Publication Date: 1980-Mar
Reference Count: 0
Children's Television Commercials Containing Nutritional Information: When Do They Help? When Do They Hinder?
Ross, Rhonda P.; And Others
This study assessed the accuracy of judgments of 100 school-age children (5-11 years of age) as to the presence of real fruit content in three sets of cereals and beverages advertised on TV: real fruit, nonfruit, and artificially flavored products. In the baseline session accuracy increased with age, but children at each age misjudged the real fruit content of artificial fruit products. In the naturalistic viewing session children judged fruit content of 12 advertised products, six of which were embedded in a program and six for which advertisements were not shown. Control group children saw toy advertisements on TV, and then judged the 12 food products. Subsequently, children in both groups saw the same advertisements they had seen earlier, this time without the program and with instructions to attend to the messages carefully. Few significant changes were found between the baseline and naturalistic viewing sessions. Following instructions to attend carefully, accuracy of judgment of advertised artificial fruit products was lower than that of the baseline session among experimental group children. By contrast, accuracy, under instructions to attend carefully, was higher than in the baseline session both for control children's judgments of "advertised" products and for experimental children's judgments of products not advertised. (Author/SS)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Sponsor: Spencer Foundation, Chicago, IL.
Authoring Institution: Kansas Univ., Lawrence. Dept. of Human Development.
Identifiers: Deception; Judgements (Focus of Study); Persuasibility
Note: Paper presented at the Biennial Meeting of the Southwestern Society for Research in Human Development (Lawrence, KS, March 27-29, 1980).