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Correlation between Television Viewing Time and Effects of Television Advertisements on Children

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  • Manish Mittal

Abstract

Children enjoy watching television for long hours and are exposed to numerous television advertisements. The fact that they enjoy greater stake in family buying decision have made marketers attracted towards them. Marketers find it easier to influence children through television advertising. They assimilate the advertising message faster and their minds are not cluttered as adult mind. Parents, generally, hold television advertising to be largely responsible for changing their children's behavior and inculcating in them the desire for products not good for their health and development and converting then into naggers. This study attempts to understand how much television advertising can be held responsible for molding the behavior of children. It studies me correlation between television viewing time and various behavioral effects of television advertising. The results of the study indicate that Indian children watches television on an average for 18.35 hours in a week and more a child is exposed to television advertisements the greater he/she is affected by television advertisements.

Suggested Citation

  • Manish Mittal, 2009. "Correlation between Television Viewing Time and Effects of Television Advertisements on Children," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 34(3), pages 425-433, August.
    • Handle: RePEc:sae:manlab:v:34:y:2009:i:3:p:425-433
    DOI: 10.1177/0258042X0903400307
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