In this survey a sample was taken of kindergarten students, third graders, and sixth graders of both sexes and of varying socioeconomic backgrounds for the purpose of exploring their attitudes toward television commercials. Questions concerning the child's mother's attitude towards commercials, the child's cognition of commercials, and the child's…

This report provides data from a larger study investigating consumer socialization of children which focused on the processes by which children acquire knowledge skills and attitudes related to consumer behavior. The research has utilized two theoretical perspectives: cognitive development and information processing theories. The data reported are…