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ERIC Number: EJ155607
Record Type: Journal
Publication Date: 1976
Pages: N/A
Abstractor: N/A
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Canonical Analysis of Developmental, Social, and Experiential Factors in Children's Comprehension of Television Advertising
Rossiter, John R.; Robertson, Thomas S.
Journal of Genetic Psychology, 129, 2, 317-328, Dec 76
Open-ended interviews were conducted with 224 boys from first, third, and fifth grades to gauge their cognitive understanding of the structure and purpose of TV commercials and selectiveness of attitudinal response to them. Multiple measures also taken for maturational development, socialization, and television exposure as predictor sets. (Author/MS)
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