Effects of violent television programmes on advertising effectiveness among young children: Findings from a field experiment of kindergarten samples in South Korea
Eunji Cho
University of Wisconsin-Madison
Seung-Chul Yoo
Loyola University, Chicago
Introduction
A wide range of academic studies has shown that viewers experience a variety of psychological responses from watching television programmes (Hoffman & Batra 1991; Norris & Colman 1993). Individuals’ responses from television programmes can in turn impact viewers’ processing of subsequent advertising (Norris & Colman 1993; Potter et al. 2006; Wang & Lang 2012). Specifically, the responses from TV programmes do not immediately cease when advertising...