ERIC Number: ED119817
Record Type: Non-Journal
Publication Date: 1974
Reference Count: N/A
Children's Reactions to Television Advertising for Toys.
Gorn, Gerald J.; Goldberg, Marvin E.
This study investigated both the effects of expectancy and TV commercials using an expectancy-value model. In a 3 x 5 factorial design, eight- to ten-year-old boys (N=133) were presented with low, moderate or high expectancies of winning a toy, followed by exposure to 0, 1 or 3 repetitions of a TV commercial for the toy. High expectancy led to both more favorable attitudes toward the toy and increased persistence at an isoluble task to win the toy, suggesting that in some situations dissonance theory may be more appropriate than achievement motivation theory in understanding how expectancy affects attitudes and motivated behavior. Compared to 0 commercials, one commercial produced a more favorable attitude and increased persistence at the task. There was no significant difference between the effects of 1 and 3 commercials. Lack of interaction suggested that expectancy and value may be additive rather than multiplicative. (Author/GO)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A