2015 | OriginalPaper | Buchkapitel
Black and White Children’s Responses to Television Commercials
verfasst von : Joseph H. Miller Jr., Thomas Lipscomb
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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Children ranging in age from eight to twelve years were exposed to a short videotaped commercial in order to test for differences in the way in which black and white children respond to such advertisements. The results indicated no significant racial differences for product attitudes, recall, or product selection. Implications are discussed and suggestions for future research are made.