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

Pecheux, Claude;Derbaix, Christian
(2003) 32nd European Marketing Academy Conference — Location: Glasgow, UK

Files

No attached file found for this publication.

Details

Authors
  • Pecheux, ClaudeFUCaM
    Author
  • Derbaix, ChristianFUCaM
    Author
Abstract
(en) 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.
Affiliations
  • Louvain School of ManagementMarketing

Citations

  • APA
  • Chicago
  • FWB

Pecheux, C., & Derbaix, C. (2003). The control of commercials targeting children: an experiment on the impact of context. 32nd European Marketing Academy Conference, Glasgow, UK. https://hdl.handle.net/2078.5/128772