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ERIC Number: ED151021
Record Type: RIE
Publication Date: 1973
Pages: 25
Abstractor: N/A
Reference Count: 0
Children's Age, Intelligence and Sex as Variables Mediating Reactions to TV Commercials: Repetition and Content Complexity Implications for Advertisers.
Hendon, Donald W.; And Others
To learn if differences in age, intelligence, and sex account for differences in children's recall of TV commercials and in the degree of insistence with which they request that the advertised product be purchased, 54 gifted, 71 normal, and 53 educable mentally retarded children of both sexes were questioned after viewing commercials for breakfast cereals. Analyses of variance reveal that both age and intelligence were significantly related to recall while only intelligence was significantly related to degree of insistence. Sex differences were not significant for either recall or degree of insistence, nor were any of the possible 2 way and 3 way interaction terms. The nature of possible joint covariance and implications for advertisers in terms of repetition and message complexity are discussed. (Author)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: For related document, see ED 100 519