PT  - JOURNAL ARTICLE
AU  - Christian Derbaix
AU  - Claude Pecheux
TI  - A New Scale To Assess Children's Attitude Toward TV Advertising
AID  - 10.2501/JAR-43-4-390-399
DP  - 2003 Dec 01
TA  - Journal of Advertising Research
PG  - 390--399
VI  - 43
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/43/4/390.short
4100  - http://www.journalofadvertisingresearch.com/content/43/4/390.full
SO  - J Advert Res2003 Dec 01; 43
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.