Knowledge that Transforms

This article studies children's levels of understanding of television commercials and the associated effects upon attitudes and purchase request tendencies. Attribution theory, with its focus on perception of intent, is the research framework. The results suggest that when a child attributes persuasive intent to commercials, he believes them less, likes them less, and is less likely to want the products advertised.

Influence exerted by husbands and wives at different stages in the decision process was examined for 25 economic decisions in a convenience sample of Belgian households in which both spouses were questioned. The analysis considers changes in marital roles throughout decision-making and extent of role consensus within families. Implications are discussed in relation to communication strategies as well as for research on household economic behavior.

The hypothesis that finite limits exist to the amount of information consumers can effectively use was tested by operationalizing information load in terms of number of brands and amount of information per brand provided. The results of an experiment involving 192 housewives tend to confirm this hypothesis.

Journal Article Perceived Innovation Attributes as Predictors of Innovativeness Get access Lyman E. Ostlund Lyman E. Ostlund Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 1, Issue 2, September 1974, Pages 23–29, https://doi.org/10.1086/208587 Published: 01 September 1974

Journal Article On the Design of Choice Experiments Involving Multifactor Alternatives Get access Paul E. Green Paul E. Green Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 1, Issue 2, September 1974, Pages 61–68, https://doi.org/10.1086/208592 Published: 01 September 1974