ERIC Number: ED303158
Record Type: RIE
Publication Date: 1988-Apr
Reference Count: N/A
Toy-Based Programming and Childrens Knowledge of Products.
Burroughs, W. Jeffrey; Ryan, John
This study explored children's play behavior as it may be influenced by a particular type of television programming, i.e., shows based on commercially available toys. Subjects were two groups of 5- to 6-year-old and 7- to 8-year-old boys who were exposed to a representative program, The Transformers, which features the Transformer toys. Exposure to the programming was assessed using a self-report with parent verification, while familiarity with the toys was assessed through two ranking tasks and three character identification tasks. The results showed that toy-based programming is an effective tool in imparting knowledge about the toy products associated with the programs. Heavy viewers were able to name more of the 10 representative toys that had been selected for the study than light viewers. The heavy viewers were also more familiar with the attributes of the toys that are based on the scripts of the programs. Some differences were found based on age, with older boys showing greater familiarity than younger boys. (1 table) (EW)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Southeastern Psychological Association Conference (New Orleans, LA, March 30-April 2, 1988).