search query: @author Derbaix, C. / total: 9
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| Author: | Derbaix, C. Bree, J. |
| Title: | The impact of children's affective reactions elicited by commercials on attitudes toward the advertisement and the brand |
| Journal: | International Journal of Research in Marketing
1997 : JUL, VOL. 14:3, p. 207-230 |
| Index terms: | MARKETING RESEARCH ADVERTISING |
| Language: | eng |
| Abstract: | This research investigates the impact of children's affective reactions elicited by TV ads on two essential indicators of advertising effectiveness: the attitude toward the ad (Aad) and post exposure brand attitude (Abp). Working with children as subjects, minimizing forced exposure and using a real program in which real commercials were imbedded, were the authors' methodological choices. This offered a setting as naturalistic as possible to assess the impact of verbal as well as non-verbal affective reactions. |
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