RT Journal Article
SR Electronic
T1 A New Scale To Assess Children's Attitude Toward TV Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 390
OP 399
DO 10.2501/JAR-43-4-390-399
VO 43
IS 4
A1 Christian Derbaix
A1 Claude Pecheux
YR 2003
UL http://www.journalofadvertisingresearch.com/content/43/4/390.abstract
AB Children's opinion of advertising and their general skepticism toward it is of the utmost importance to both practitioners and those responsible for advertising Control. In this article, the authors detail the development and validation of a scale measuring 8- to 12-year-olds' global attitude toward TV advertising. This scale has been built and validated in a French-speaking context following all the steps required by the classical Churchill (1979) paradigm.