Journal of Consumer Research 1974
Children and Commercial Persuasion: An Attribution Theory Analysis
Abstract
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.
- DOI
- 10.1086/208577
- Sources
- openalex