| Author: | Macklin, M. C. |
| Title: | Preschoolers' understanding at the informational function of television advertising. |
| Journal: | Journal of Consumer Research
1987 : SEP, VOL. 14:2, p. 229-239 |
| Index terms: | CONSUMER RESEARCH TELEVISION ADVERTISING CHILDREN CONSUMER INFORMATION |
| Language: | eng |
| Abstract: | The results of two studies are reviewed to ascertain preschoolers' understanding of the relationship between television advertising and the buying process, the informational function, the seller's persuasive function, two nonverbal measures to assess the children's understanding, a game in which children tapped their responses on a game board, preschoolers enacting purchase behaviour and the use of children who are linguistically limited to assess abilities in a commercial context. |
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