Reliability of a Short Test Measuring Children's Attitudes toward TV Commercials

Abstract

This article presents a short objective test for measuring children's attitudes toward television commercials. The test is shown to have high internal-consistency reliability (α = .69) and satisfactory test-retest reliability ( r = .67) for a sample of 208 4th through 6th grade children. Extension of the test for use with younger children and its modification for measurement of children's attitudes toward other forms of advertising are discussed.