ERIC Number: ED115214
Record Type: RIE
Publication Date: 1975
Effects of Television Advertising on Consumer Socialization.
Ward, Scott; Wackman, Daniel B.
In this survey a sample was taken of kindergarten students, third graders, and sixth graders of both sexes and of varying socioeconomic backgrounds for the purpose of exploring their attitudes toward television commercials. Questions concerning the child's mother's attitude towards commercials, the child's cognition of commercials, and the child's consumer patterns led to these conclusions: (1) mothers give little attention to consumer teaching ; (2) older children become more aware of the purposes of commercials; (3) children's skepticism toward commercials increases with age and can usually be traced to a disappointment with an advertised product; and (4) selecting of "favorite commercials" is related to the frequency of the advertisement and the child's own interests. (EMH)
Descriptors: Childhood Attitudes, Consumer Economics, Consumer Education, Elementary Education, Grade 3, Grade 6, Kindergarten Children, Parent Attitudes, Parent Influence, Research Reviews (Publications), Television Commercials, Television Surveys
Marketing Science Institute, 14 Story Street, Cambridge, Massachusetts 02138
Publication Type: Reports - Descriptive
Education Level: N/A
Sponsor: Office of Child Development (DHEW), Washington, DC.
Authoring Institution: Marketing Science Inst., Cambridge, MA.