ERIC Number: ED438574
Record Type: RIE
Publication Date: 2000-May
The Effects of Mass Merchandising on Elementary School Age Children's Book Selection.
Long, Gregory A.
A survey was given to 866 students in the Westfield Public School (New Jersey) to ascertain whether or not elementary age children were strongly influenced by Corporate America in their reading selections. Respondents were in either second, third, or fourth grade. The children were asked three questions about their favorite character and favorite book. One question asked their favorite book of all-time, while another asked for the book they liked the most this year. The data was evaluated to see how many respondents picked a character or a book that has some mass merchandising linked to it. For example, are there collectible cards, games or dolls? Results indicated children are being influenced to some degree. The characters that are "hot" today did appear in the top ten vote receiving lists. The results were not as conclusive as assumed at the onset of this study. It was expected that at least seven of the top ten characters would be associated with some merchandise. Contains 21 references and 3 tables of data. The survey instrument and an alphabetical listing of favorite characters are attached. (Author/RS)
Publication Type: Dissertations/Theses
Education Level: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Note: M.A. Research Project, Kean University.