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The control of commercials targeting children: an experiment on the impact of context

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

(eng) This paper reports an experiment investigating the impact of the TV program surrounding commercials on the effectiveness of these ads among children from 8 to 12. A 2*2 design is implemented in which affect induced by the program and involvement in the ads are manipulated on a between-subjects basis. The results show an impact of the affect induced by the program on ad evaluations, stronger in the case of low felt involvement. A second experiment is proposed in which program liking, program involvement and the target of the program (the child versus the family) are used as factors.

Document type Communication à un colloque (Conference Paper)
Publication date 2003
Language Anglais
Conference "32nd European Marketing Academy Conference", Glasgow, UK
Affiliation Louvain School of Management - Marketing
Links
Bibliographic reference Pecheux, Claude ; Derbaix, Christian. The control of commercials targeting children: an experiment on the impact of context.32nd European Marketing Academy Conference (Glasgow, UK).
Permanent URL http://hdl.handle.net/2078/18840