The control of commercials targeting children: an experiment to investigate context effects
(2005) European Advances in Consumer Research — Vol. 7 (2005)
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- Authors
- Abstract
- (en) This paper presents two experiments investigating the impact of the program preceding TV ads on the effectiveness of these ads targeted at children from eight to 12. The objective is to provide answers to Policy Makers in charge of the control of advertising aimed at children in Europe and more particularly to the restrictions recently imposed in the French-speaking part of Belgium. Theoretical explanations for program effects offer a framework for this research.
- Affiliations
Louvain School of Management Marketing
Citations
Pecheux, C., Poncin, I., & Derbaix, C. (2005). The control of commercials targeting children: an experiment to investigate context effects. European Advances in Consumer Research, 7. https://hdl.handle.net/2078.5/128603 (Original work published 2005)