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The program‐length commercial: A study of the effects of television/toy tie‐ins on imaginative play
Author(s) -
Greenfield Patricia Marks,
Yut Emily,
Chung Mabel,
Land Deborah,
Kreider Holly,
Pantoja Maurice,
Horsley Kris
Publication year - 1990
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220070402
Subject(s) - psychology , set (abstract data type) , cognition , computer science , programming language , neuroscience
Abstract A study was done examining the impact of toy‐based television programs and program‐related toys on children. One hundred and ten first‐ and second‐grade children participated in an experiment which focused on imaginative play. The results indicated that, in general, the combination of watching a toy‐based cartoon, followed by playing with a set of cartoon‐related toys, produced stories that were more imitative of the immediately preceding experience, whereas watching the cartoon alone or playing with the cartoon‐related toys alone led to more imaginative productions from other sources. However, for certain aspects of imagination at a more advanced cognitive level, the cartoon, especially when combined with cartoon‐related toys, actually stimulated the imaginative processes of the younger children, thus serving as a learning tool at a transitional stage of cognitive development.