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Children's Information Processing of Television Commercial Messages. Appendix III [microform] / Daniel B. Wackman and Others
Bib ID 5258368
Format BookBook, MicroformMicroform, OnlineOnline
Wackman, Daniel B
Online Versions
Description [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1973 
67 p. 

Aspects of Piaget's theory were applied in the studies reported which examine two aspects of children's information processing of television commercials--selection of information and cognitive processing of information. Children's selection of information was indexed in terms of patterns of attention to television commercials in the natural environment of the home. Children's cognitive processing of information was indexed in terms of responses to a variety of questions concerning TV commercials and programs. Two sets of studies are reported here. The early studies included upper middle class children, 5-12 years old, and the later study included children aged 4-8. In the early studies, data was collected in the home. Attention behavior data was collected by mothers, and interview data related to children's processing of information was collected by pairs of interviewers. In the later study, attention behavior and interview data were collected in the school by observer-interviewers. Responses to the various questions in both studies are highly consistent with Piaget's theoretical discussion regarding differences in the cognitive structures of preoperational and concrete operational children. Results are reported on the basis of three cognitive levels which were identified: low cognitive level, medium cognitive level, and high cognitive level. Results indicate that what is learned by children increases with age and that part of this increase is due to changes in cognitive development. (CS)


Availability: Marketing Science Institute, 14 Story Street, Cambridge, Massachusetts 02138 ($1.50).

Sponsoring Agency: Office of Child Development (DHEW), Washington, DC.

Sponsoring Agency: National Inst. of Mental Health (DHEW), Bethesda, MD.

ERIC Note: Paper presented at the Annual Convention of the American Psychological Association (81st, Montreal, Canada, August 1973); Document may reproduce poorly due to condition of original copy.

May also be available online. Address as at 14/8/18:

Reproduction Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive. 
Subjects Attention.  |  Behavioral Science Research.  |  Child Psychology.  |  Cognitive Ability.  |  Cognitive Processes.  |  Developmental Psychology.  |  Longitudinal Studies.  |  Television Commercials.  |  Piagetian Theory
Form/genre Speeches/Meeting Papers.
Other authors/contributors Marketing Science Inst., Cambridge, MA
Available From ERIC 


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