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A New Scale to Assess Children's Attitude toward TV Advertising

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Derbaix, Christian [FUCAM] Pecheux, Claude [FUCAM]

(eng) 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 paper, 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's paradigm (1979).

Document type Article de périodique (Journal article)
Publication date 2003
Language Anglais
Journal information "Journal of Advertising Research" - Vol. Dec (2003)
Peer reviewed yes
issn 0021-8499
e-issn 1740-1909
Publication status Publié
Affiliation Louvain School of Management - Marketing
Links
Bibliographic reference Derbaix, Christian ; Pecheux, Claude. A New Scale to Assess Children's Attitude toward TV Advertising. In: Journal of Advertising Research, Vol. Dec (2003)
Permanent URL http://hdl.handle.net/2078/18758