Relative to a sad TV program, a happy program induced: (1) a happier mood as viewers
watched both program and commercials, (2) greater perceived commercial effectiveness, (3) …

A factorial experiment was developed in which the reputation of the advertising firm and the
extremity of the advertising claim were manipulated. Two levels of advertiser reputation, …

Antismoking advertising is increasingly used, but its message content is controversial. In an
initial study in which adolescents coded 194 advertisements, the authors identified seven …

As an emerging value, materialism helps explain the consumer behavior of youth. Using a
national sample of 9‐ to 14‐year‐olds, in this study we developed a Youth Materialism Scale. …

This study employs a cognitive response approach using non-directive probes rather than
direct questions to assess the effects of advertising knowledge and the presence of a cue on …

Two weeks of daily exposure to televised food and beverage messages at a summer camp
altered five- to eight-year-old children's afternoon snack choices. Children who viewed candy …

This study investigated the effects of mood on product evaluation. Subjects were asked to
evaluate the stereo speakers on which they heard music that induced either a good or a bad …

When offered a choice of highly sugared or more wholesome snack and breakfast foods, first
graders' choices reflected their TV exposure experience. Those who viewed commercials …

Post-decision cognitive reevaluation of instant coffee was primarily influenced by
confirmation-disconfirmation experience with the product. Prior information resulting from …

The results of this study with preschool subjects suggest that TV advertising directed at children
may: (a) lead the child to select material objects over more socially-oriented alternatives, …