A New Scale to Assess Children's Attitude toward TV Advertising
(2003) Journal of Advertising Research — Vol. Dec (2003)
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- Authors
- Abstract
- (en) 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).
- Affiliations
Louvain School of Management Marketing
Citations
Derbaix, C., & Pecheux, C. (2003). A New Scale to Assess Children’s Attitude toward TV Advertising. Journal of Advertising Research, Dec. https://hdl.handle.net/2078.5/66820 (Original work published 2003)