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A New Scale to Assess Children's Attitude toward TV Advertising

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  • DERBAIX, CHRISTIAN
  • PECHEUX, CLAUDE

Abstract

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 article, 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 (1979) paradigm.The authors are indebted to Richard Lutz at the University of Florida for insightful comments on an earlier version of this article.

Suggested Citation

  • Derbaix, Christian & Pecheux, Claude, 2003. "A New Scale to Assess Children's Attitude toward TV Advertising," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 390-399, December.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:04:p:390-399_03
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    Cited by:

    1. Williams, Janine & Gazley, Aaron & Ashill, Nicholas, 2021. "Children's Perceived Value: Conceptualization, Scale Development, and Validation," Journal of Retailing, Elsevier, vol. 97(2), pages 301-315.
    2. Enrique Manzur & Sergio Olavarrieta, 2021. "The 9-SRA Scale: A Simplified 9-Items Version of the SRA Scale to Assess Altruism," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    3. Iris Vermeir & Dieneke Sompel, 2014. "Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Y," Journal of Consumer Policy, Springer, vol. 37(2), pages 205-233, June.
    4. van Reijmersdal, Eva A. & Rozendaal, Esther & Buijzen, Moniek, 2012. "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 33-42.
    5. Valentina Nicolini & Fabio Cassia, 2022. "The influence of PSA's likeability on children’s intentions to eat healthy food," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 15-36, March.

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