ERIC Number: ED093465
Record Type: Non-Journal
Publication Date: 1973-Aug-30
Reference Count: N/A
Children's Information Processing of Television Commercial Messages. Appendix III.
Wackman, Daniel B.; And Others
Aspects of Piaget's theory were applied in the studies reported which examine two aspects of children's information processing of television commercials--selection of information and cognitive processing of information. Children's selection of information was indexed in terms of patterns of attention to television commercials in the natural environment of the home. Children's cognitive processing of information was indexed in terms of responses to a variety of questions concerning TV commercials and programs. Two sets of studies are reported here. The early studies included upper middle class children, 5-12 years old, and the later study included children aged 4-8. In the early studies, data was collected in the home. Attention behavior data was collected by mothers, and interview data related to children's processing of information was collected by pairs of interviewers. In the later study, attention behavior and interview data were collected in the school by observer-interviewers. Responses to the various questions in both studies are highly consistent with Piaget's theoretical discussion regarding differences in the cognitive structures of preoperational and concrete operational children. Results are reported on the basis of three cognitive levels which were identified: low cognitive level, medium cognitive level, and high cognitive level. Results indicate that what is learned by children increases with age and that part of this increase is due to changes in cognitive development. (CS)
Descriptors: Attention, Behavioral Science Research, Child Psychology, Cognitive Ability, Cognitive Processes, Developmental Psychology, Longitudinal Studies, Television Commercials
Marketing Science Institute, 14 Story Street, Cambridge, Massachusetts 02138 ($1.50)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Sponsor: Office of Child Development (DHEW), Washington, DC.; National Inst. of Mental Health (DHEW), Bethesda, MD.
Authoring Institution: Marketing Science Inst., Cambridge, MA.