Children's Reactions to Television Advertising: An Experimental Approach

Abstract

Both the effects of a child's expectancy of receiving a toy and the number of TV commercials he sees for the toy were examined in an experimental paradigm. In a 3 × 3 factorial design, eight to ten year old boys (N = 133) were presented with low, moderate or high expectancies of obtaining a toy, followed by 0, 1 or 3 exposures to a TV commercial for the toy.