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Advertising's impact on children as a function of viewing purpose
Author(s) -
Van Evra Judith P.
Publication year - 1995
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.4220120506
Subject(s) - psychology , relevance (law) , advertising , differential effects , function (biology) , social psychology , differential (mechanical device) , developmental psychology , medicine , engineering , evolutionary biology , political science , law , business , biology , aerospace engineering
Children's purpose for watching specific commercials affects the impact of the advertising. Viewing commercials for information, either factual or affective, and perceived relevance, as well as attention, are important conditions for behavioral effect. These factors interact with developmental, gender, racial, and cultural variables, to contribute to a differential impact of advertising on these subgroups. © 1995 John Wiley & Sons, Inc.