A new scale to assess children's attitude toward TV advertising

Claude Pecheux and Christian Derbaix

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.

Child media use
Marketing to children
Strategy

A New Scale To Assess Children's Attitude Toward TV Advertising

Christian Derbaix and Claude Pecheux Catholic University of Mons, Belgium

From the age of 8 onward, children develop some knowledge about advertising, some skepticism ('as they realize...

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