Preschoolers' Ability to Distinguish between Television Programming and Commercials

Nancy Stephens · Mary Ann Stutts · Richard K. Burdick

49 citations0/0 files storedJournal of Advertising

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Child Development and Digital Technology Marketing and Advertising Strategies Child and Animal Learning Development

Abstract

A logit model was constructed which predicted, with eighty-two percent accuracy, children's ability to distinguish between programs and commercials. The most significant predictors were age and experimental treatment. Results supported the proposition that preschoolers respond to perceptual cues and do not truly understand the difference between programs and commercials.

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1975Applied Linear Statistical Models.1974Children and Commercial Persuasion: An Attribution Theory Analysis 1962The stages of the intellectual development of the child.2018Piaget’s Theory of Cognitive Development 1974Handbook of Communication 2015Piaget's Theory of Cognitive Development 1978How Children Learn to Buy 1978Preschool Children's Use of Objects in Symbolic Play

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2017How Media and Family Build Children's Persuasion Knowledge

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