Click on the PDF link for the complete article.
ABSTRACT
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.
- © Copyright Advertising Research Foundation 2003
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
