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Children's Information Processing of Television Advertising [microform] / Daniel B. Wackman
Bib ID 5310029
Format MicroformMicroform, BookBook
Author
Wackman, Daniel B
 
Description [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1976 
19 p. 
Summary

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 taken from personal interviews with 615 kindergarten, third and sixth grade children and are concerned with (1) age-related differences in responses to television commercials and in use of information in product situations, and (2) interrelationships between some of these variables within age groups. A "cognitive filter" is posited-assumed for those children who clearly understand advertisers' selling intent. Comparisons were made between those children who appear to have a "cognitive filter" and those who don't. Among the results are findings that older children recall and judge on more dimensions and are more likely to have a "cognitive filter," and that those with "cognitive filters" appear more discriminating. Overall however, children remain unsophisticated consumers, and is therefore suggested that a combined cognitive development information processing approach is crucial for research on policy issues in advertising to children. (Premiums in cereals provide an illustration.) (MS)

Notes

ERIC Note: Paper presented at the Annual Convention of the American Psychological Association (84th, Washington, D. C., September 5, 1976).

May also be available online. Address as at 14/8/18: https://eric.ed.gov/

Reproduction Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive. 
Subjects Age Differences.  |  Cognitive Development.  |  Cognitive Processes.  |  Commercial Television.  |  Consumer Protection.  |  Developmental Stages.  |  Elementary Education.  |  Elementary School Students.  |  Kindergarten Children.  |  Research.  |  Socialization.  |  Television Commercials.  |  Piaget (Jean)
Form/genre Speeches/Meeting Papers.
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