We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
A Second Look at Children and the Advertising of Premiums.
- Authors
Heslop, Louise A.; Ryans, Adrian B.
- Abstract
The effects of advertising to children on the desire for a cereal product, product requests, and product selection, while varying the levels of premium emphasis, are examined in an experimental setting involving children's interaction with their mothers. The results suggest that such advertising may have a marginal impact on preferences, but little effect on final choice.
- Subjects
ADVERTISING &; children; CONSUMER socialization; PURCHASING -- Social aspects; PREPARED cereal advertising; PREMIUMS (Retail trade); CEREAL products; CONSUMER preferences; MOTHER-child relationship; CHOICE (Psychology); INDIVIDUALS' preferences; YOUNG consumers
- Publication
Journal of Consumer Research, 1980, Vol 6, Issue 4, p414
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/208784